Q&A: The Woman Behind The Sexual Consent Campaign Picked For Cannes’ Lion For Change
Australian sexual consent campaign, 50 Shades of No, has been shortlisted for the Glass Lion: The Lion for Change.
It’s the only Australian campaign on the list and is one of 27 global campaigns nominated for this prestigious award.
The Glass Lion is the Lion for Change; an award that recognises work that challenges gender bias and shatters stereotypical images of men and women in marketing messages.
50 Shades of No is the product of a group of Melbourne women, and agency, The Otto Empire.
Check out a behind-the-scenes of the campaign here:
To find out more about the initiative, B&T sat down with the executive producer of 50 Shades of No and Otto Empire founder Jo de Fina.
What was your inspiration for 50 Shades?
The idea came about as a response to the Aziz Ansari scandal, and after considering how we would respond to the International Women’s Day call out to #pressforprogress.
In January an article was published with the account of a girl named Grace who had had the ‘worst night of her life’ during a date with US comedian Aziz Ansari. It opened up a huge debate about consent and what it looks like.
We realised that consent has a lot of grey areas and wanted to start a conversation about the spaces in between the black and white of consent; it’s not as straightforward as no means no.
How was the idea put into action?
We put a Facebook post out asking women to share occasions when they had tried to say stop or slow down a sexual encounter without using the words.
We received hundreds of statements from women from around the world.
We then took 50 of those statements and created T-shirts which were made available for sale on an e-commerce site. And we asked 50 influencers to wear and post a pic on International Women’s Day.
Our aim was to start a conversation about consent, and in particular, enthusiastic consent.
How’s it going?
The response has been incredible.
Not only have we started a conversation about consent, but we have had contact with other countries and organisations wanting to replicate the idea in their own region.
We’re also in conversations with universities and various festivals and support groups about consent education and how to change the conversation.
Ultimately we would love to see legislation changed as to what constitutes consent.
The Saxon Mullins case in NSW highlights the need for this clear understanding of what consent is. It’s not just hearing someone say ‘No’. There are many ways we communicate, and this campaign is about those subtleties of that communication.
What has been the benefit of using such a diverse group of women to demonstrate the issue?
We’ve reached a very broad audience.
This issue about enthusiastic consent affects everyone; men and women. Women want to be heard and men have been very open to being educated and enlightened as to how we communicate. It’s been educational for everyone.
How have you used social media to generate attention?
The entire campaign was driven by social media.
We’ve used Instagram and Facebook to drive the entire campaign. Recruiting influencers, and having everyone tag and share.
What have been the ripple effects?
Probably the biggest one is the cathartic and healing effect it seems to have had on people who have experienced sexual assault. Buying and wearing a t-shirt has helped them to heal their own personal experiences, and to communicate both online, and offline, with those around them.
And the realisation that it is more than one day, International Women’s Day. The campaign has a life of its own now and education and working with universities and schools is now our focus for stage 2.
As well as the global reach.
What do you make of the Cannes nom?
To be the only Australian work shortlisted for a Glass Lion is amazing. Especially when we look at the company we’re in.
We’re a small group of individuals from Melbourne who set out to create a campaign that would start a conversation. We’re in the company of Nike, Coca-Cola, Dove, global agency groups. It’s pretty humbling.
How can an event like Cannes help generate attention to this issue?
The platform and audience in Cannes is huge, and I intend to use the 20 minutes I have in front of the Jury and delegates, to further callout for support, conversation, and awareness.
This is about a conversation and we’re already in discussions with other countries about running their own campaigns. Cannes is a great platform to drive further conversation.
We’re in the business of communication and I have a week to communicate with a huge melting pot of people from advertising throughout the world.
In an industry driven by consumption, to be able to use creativity to affect change is so rewarding.
How intertwined is this issue and the advertising industry in Australia and worldwide?
I wouldn’t say the consent conversation is exclusive to any particular industry.
It’s about education and how we raise and condition boys and girls. How we represent relationships in the media and conditioning of both sexes from birth.
That’s something well outside of any workplace or industry.
What is still the biggest hurdle for 50 Shades, and the industry more generally?
I think our industry is making great strides in recognising talent of all genders and minorities.
I know there are the naysayers about quotas and this whole female push, but it will only be temporary until there is a balance and this ingrained unconscious bias starts dissolving away.
Everyone needs to be recognised for their talents, regardless of gender.
For so long, women’s gender was clouding any recognition they may have received. Now that is slowly falling away, which is progress.
And progress is great.
We started 50 Shades of No in response to the International Women’s Day #pressforprogress, and I think we’re slowly getting somewhere.
Latest News
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.
MKTG Launches PR & Talent Division Realigning Business Structure
Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]
Nice