A Sexual Consent Education Campaign, Hold the Gravy
Insight
The Canadian Women’s Foundation, Canada’s public foundation for women and girls, discovered that 67 per cent of Canadians don’t fully understand how to give or receive sexual consent. Considering the primary target (Canadian millennials), we realized that, unlike past Canadian Women’s Foundation campaigns, we should opt for a wittier, more provocative tone.
Idea
With that, we asked Canadians to Get Consent.
As the centerpiece of the campaign, we created a video based around exaggerated examples of how consent can apply to everyday situations. This ran online and in the top 15 Cineplex theatres in Canada.
Additionally, we conducted media and blogger relations and created a dedicated webpage, infographic, advertising assets, social content, direct donor e-communications, and paid media displays.
Impact
In just four weeks, the campaign blew past target benchmarks and generated 9.4 million ad impressions, 1.6 million video views, 22,000 unique visitors to the GetConsent.ca webpage, and more than 22 million earned media impressions.
“The GET CONSENT campaign was a game-changer for us. It allowed us to reach millennials – a new audience for us – by skillfully bringing a light, humorous tone to a very serious issue. It helped position us as experts, and the feedback on social media has been extremely positive. Not only that, we’ve had over a million views of the PSA!”
- Diane Hill, Senior Director Public Engagement, Canadian Women’s Foundation