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Reading: Department Of Social Services Launches National “Consent Can’t Wait” Campaign, Via BMF
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B&T > Campaigns > Department Of Social Services Launches National “Consent Can’t Wait” Campaign, Via BMF
Campaigns

Department Of Social Services Launches National “Consent Can’t Wait” Campaign, Via BMF

Staff Writers
Published on: 27th May 2024 at 12:26 PM
Staff Writers
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The Department of Social Services has launched a national campaign, “Consent Can’t Wait,” encouraging influencers of young people to take the first step in educating young Australians on sexual consent, by checking their understanding and speaking to their peers about it.

Created by BMF, the campaign highlights the importance of updating our understanding of sexual consent by showing how the questions we have need to be talked about, and answered, before moments of intimacy. “Consent Can’t Wait” emphasises the need for people to get on the same page, so we can pass that understanding on to our kids.

The national behaviour change campaign aims to remove the fear and judgement surrounding conversations about sexual consent, and bring Australians into the conversation by turning the perceived complexity and inexperience surrounding the topic into an opportunity to learn about consent. Both for ourselves and for our kids.

“Consent Can’t Wait” features a diverse range of real Australian couples, as they highlight the various internal thoughts and questions many Australians silently hold about consent – questions the next generation need to know the answers to.

Christina Aventi, chief strategy officer, BMF said: “Consent is a culturally loaded word, fraught with connotations, systemic inconsistencies, and media rhetoric. It’s also a personal and private topic, so people don’t talk about it unless they “need” to. But all across Australia, people are engaging in consent-relevant moments. Studies show that one in two of them are confused about consent and harbour questions about the topic that they keep to themselves. And, as long as we continue to hold our questions about consent silent – as long as we don’t know the answers – the next generation will too.

“We know consent is hard to define, but kids are learning more than we think, and we can’t leave it to chance and hope for the best. So, the first step is to educate ourselves and get to a shared understanding. Because before we can teach young people what’s right and wrong about consent, we need to get clearer ourselves.”

The campaign is rolling out on the 26 May across the country and includes TV, cinema, online video, social, and OOH. In addition, the Department of Social Services and BMF have launched www.consent.gov.au, a website where Australians can check their understanding of sexual consent and challenge what they think know about the topic. The website includes resources, conversation guides, and first nations resources.

Kiah Nicholas, associate creative director, BMF, said: “From casting real couples to an intimacy coordinator on set, to wardrobe autonomy, to consent over how the scenes were set; consent was integrated into every facet of the campaign process. It was critical to us that our campaign didn’t just talk the consensual talk but walked the consensual walk. After all, if we can’t act with consent, how can we expect the Australian public to?

“Revolver’s director, Dani Pearce, carried out the campaign idea and brought it life with the utmost consideration, collaboration, and respect. We were in awe of the level of craft and care that Dani and her team members put into the project.

“We hope this campaign inspires all Australians to take action and help make change possible by getting up-to-speed on, and improving their understanding of, consent. We can’t hold our questions about consent silent a second longer. Because if we don’t know the answers, how will our kids? – Learning, understanding, and talking about consent can’t wait.”

CREDITS

Client: Department of Social Services

Branch Manager, Campaigns and Strategic Communication: Mardi Stewart

Director, Campaigns: Turong Francis

Co-Campaign Manager: Nicole Bell

Co-Campaign Manager: Lauren Jeffrey

Campaign Officer: Laura Griffin

Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Chief Innovation Officer: Tara McKenty

Group Creative Director: Tom Hoskins

Associate Creative Director: Kiah Nicholas

Senior Creative: Nathan Pashley

Head of Art & Design: Lincoln Grice

Chief Strategy Officer: Christina Aventi

Planning Director: Jess Sutanto

Chief Executive Officer: Stephen McArdle

General Manager: Richard Woods

Group Account Director: Victoria Vernardos

Senior Account Manager: Anja Cherry

Head of TV: Jenny Lee-Archer

Agency Producer: Honae MacNeill

Finished Artist: Jayde Chan

Creative Services Director: Clare Yardley

Digital Lead: Sam Elliott

Digital Producer: Haydon Fanning

UI/UX Designer: Janet Tyler

Production Director: Karen Liddle

Integrated Producer: Simone Plaza

Digital Agency: Orchard

Production Company: Revolver

Director: Dani Pearce

Executive Producer: Pip Smart

Post Production: ARC Edit

Editor: Phoebe Taylor

Sound Production: Cam Milne / Squeak E Clean

Music: Lydia Davies/ Squeak E Clean

DOP: Jeremy Rouse

Production Director: Sarah Nichols

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TAGGED: BMF, Department of Social Services
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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