Absolut Vodka marketing campaign talks about intercourse and consent

Absolut Vodka launches Drink Responsibly. #SexResponsibly campaign to highlight consent to sex

Absolutely Vokda 'Drink responsibly. The #SexResponsibly campaign highlights consent to sex

Just in time for Valentine's Day, a day last week when people around the world had romance on their minds Absolutely Drink Responsibly started. #SexResponsibly – a bold new campaign designed to help talk about the role of consent for safe, healthy sex.

The campaign uses the chronology of a date to break down different phases of consent and highlights how people treat consent in their own lives (or not). From slipping in DMs to buying a drink and driving to the next destination together, the brand made it clear that only a yes to sex is a yes. Because sex without consent is a sexual assault.

The campaign includes outdoor, print, digital and social advertising – supported by a list of influencers and a partnership with RAIN, one of the largest organizations in the United States against sexual violence.

“In a recent survey conducted by KRC Research for 21 to 30 year olds for Absolut, we found that nine out of ten talked to their friends and family about consent, and almost a third said they talked about consent frequently or constantly, ”said Ann Mukherjee, chairman and CEO of Pernod Ricard North America.

“In addition, 61 percent said companies should play a role in solving this problem. If you combine this data with the startling reality that an American is sexually assaulted every 73 seconds – which often results in the abuse of alcohol by the perpetrator – you can understand why we feel compelled to take a stand on the issue of consent to acquire. "

Bartle Bogle Hegarty BBH was involved in the campaign process and created this outdoor advertising in New York.

Absolut's partnership with RAINN will help more and more survivors of sexual assault each year and continue the organization's vital work of educating the public, preventing sexual violence and ensuring that the perpetrators are brought to justice. It is important that the brand works with RAINN to develop and implement new, culturally relevant campaigns and programs that are designed to prevent everyone from using alcohol as an instrument or an excuse for violating consent.

"We look forward to working with Absolut to directly address the important consent issue and use this partnership to promote a cultural understanding of the issue and provide real solutions," said Scott Berkowtiz, President of RAINN.

"We are excited about the potential of the brand's reach to draw attention to this important issue."

On Valentine's Day, Absolut engaged consumers through social media. Absolut RAINN donated US $ 1 / £ 0.77 for each share or retweet of the campaign. Donations from the Valentine's Day engagement were added to an initial donation to support the work of RAINN from Absolut. Mukherjee becomes a member of RAINN's National Leadership Council on behalf of Absolut.