Absolut pushes social talk about sex consent at Valentine’s day

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 literalmente copó las pantallas de publicidad exterior de Times Square con distintos mensajes y creatividades de la campaña Drink Responsibly. #Sexresponsibly. Para ver más ejecuciones de la campaña clic en el link que proporcionamos al final de este post
Absolut and BBH dressed up literally in blue and white the screens at Times Square on Valentine’s day with the #SexResponsibly campaign. click on the link below to watch other creative pieces of the campaign. Image, © BBH (also known as the black sheep).

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.

Image of the trigger tweet under the hashtag #SexResponsible launched by Absolut Vodka on twitter today. To watch the tweet click on the link we provide below at the end of this post.

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.

BBH (agencia también conocida como la oveja negra) ha concebido la campaña para Absolut Vodka. Para vere más ejecuciones d ela campaña clic en el link que proporcionamos al final de este post.
BBH (also known as black sheep) signs the #Sexresponsibly campaign. To Watch other pieces of the campaign, click on the link provided below.

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.

Related external links:

To learn more about our campaign, visit the dedicated site. Click here

Trigger tweet by bsolut to launch the conversation #SexResponsibly on Twitter

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