Completed on 17th February at 08:30 am
Today that people around the world have romance in top of mind Absolut, hand in hand with BBH, the agency that has conceived and executed the idea, is launching Drink Responsibly. #SexResponsibly, a bold new campaign to help spark a conversation on the role of consent in safe, healthy sex.
The campaign, conceived by the agency also known as black sheep, uses the chronology of a dat betwwen a woman and a man to put a spotlight on how people do (or don’t) address consent in their own lives. From sliding into DMs, to buying someone a drink, to sharing a ride to the next destination, Absolut makes it clear that Only a Yes to Sex Is a Yes. Because sex without consent is sexual assault.
Absolut’s campaign includes out of home, print, digital and social advertising, supported by a roster of influencers and a partnership with RAINN, US largest anti-sexual violence organization.
#SexResponsibly in social networks
An not less important, the campaign includes a viral action in social networks on Valentine’s Day. For every share or retweet of the Responsibly. #SexResponsibly campaign, Absolut will donate $1 to RAINN.
Donations from the Valentine’s Day engagement will add to an initial donation from Absolut to support RAINN’s work. Further, Ann Mukherjee (chairman and CEO of Pernod Ricard North America) will become a member of RAINN’s National Leadership Council on behalf of Absolut.
Three steps to take an effective action: listen, convene and and partnerships
Absolut has also got committed to take action in support of responsible drinking and consent by: a) Listen; b) Convene and c) Act in partnership.
a) Listen.- First and foremost, Absolut will listen in order to understand the challenges real people face as they navigate how to respect, accept and give consent and the role of alcohol in that process so that being able to determine the right role for Absolut to play. The brand gains permission to act by prioritizing listening.
b) Convene.- Building on Absolut’s long history at the cultural vanguard, the brand can use it power to convene frank, honest and open conversations about consent.
c) Act in Partnership.- Working with expert partners, Absolut will develop and implement new, culturally-relevant campaigns and programs that aim to prevent alcohol from being used as a tool or excuse to violate consent.
Image over the headline.- Drink Responsibly. #SexResponsibly campaign. © Pernod Ricard USA.
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