Independent creative agency The Royals has joined forces with feminist author Clementine Ford to end the confusion surrounding consent and metaphors about milkshakes.
The social video, titled ‘Consent is a Conversation’, is shot in a diner—a not-so-subtle nod to the government’s recent Respect Matters campaign, which cost the taxpayer nearly $4 million.
Specifically, Ford’s video takes aim at the Morrison government’s widely condemned consent education video that compared sex to milkshakes and put a woman as the perpetrator.
Today, the video launches via Clementine Ford’s Instagram profile and aims to open up the conversation about consent in a way that’s uncomplicated and free from milky metaphors.
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“We don’t need metaphors or complicated analogies to explain consent,” Ford said. “In fact, the easiest way to understand consent is to talk about it.
“It’s a dialogue between sexual partners that prioritises respect and wellbeing, and this shouldn’t be hard for people to understand. Consent is an ongoing conversation, and we hope that by doing this we encourage people to start having that conversation.”
With a three-day turnaround from idea to going live, the project was a labour of love for all involved and was made without a budget, with everyone involved donating their time for free.
Ford said The Royals team involved “shot it yesterday morning” and “stayed up all night editing”.
Mads Catanese, copywriter at The Royals, added: “Sexual consent is a conversation, and for too long, it’s a conversation that we haven’t been having.
“Now that the topic of consent has the microphone, we must create messages that are concise and clear.”
Izzi McGrath, art director at The Royals, said: “We’ve previously worked with Clementine through our client Wild Secrets and know how passionately she feels about the topic.
“We loved working with Clementine to create ‘Consent is a Conversation’ and hope Australians of all ages find it a valuable contribution to the national conversation.”
News of Ford and The Royals’ efforts in rectifying the government’s consent campaign come after the director of the milkshake consent video spoke out, in an ABC spoof via comic Mark Humphries.
Credits for Ford and The Royals’ campaign are as follows:
Executive creative director: Stu Turner, The Royals
Creatives: Clementine Ford, Mads Catanese, Izzi McGrath
Producer: Aaron Rocca
Cinematographers: Joel Egan, Tavis Pinnington
Sound operator: Tim Smith
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