We-Consent

In 2019 Dublin Rape Crisis Centre (DRCC) began a collaborative project to generate a societal shift from piecemeal, reactive responses in the aftermath of sexual violence to widespread cultural change. This would both reduce the level of sexual violence over time while promoting the positive values and practice of consent.

Language commissioned qualitative research showing a strong appetite for change in Ireland – people see that more sexual openness and empowerment goes hand-in-hand with a more equal and fair society. While being fearful of embarrassment and awkwardness, the greater danger of non-consenting sex motivates all people to face this challenge.

The identity for this initiative needed to express optimism and possibility of positive change for individuals, relationships and society. It would be important that the campaign brand would be accessible, inclusive and inviting for everyone. The title We-Consent embodies a declaration and expresses equality and mutuality. We-Consent, all people, all situations, all relationships is a powerful message and an uncompromising vision for all of us.

The identity was brought to life with a design system incorporating a speech bubble and heart motif. This encapsulates the importance of communication and empathy – two key elements of the positive vision of consent the campaign seeks to promote. Copywriting needed to reframe consent from something that is agreed at one point in time to a state of continuing willingness. Campaign messages such as ‘Sex, maybe. Fun, hopefully. Consent, always.’ expressed positive, complex and thought-provoking framing of consent for new audiences. Further elements developed included a website, merchandise such as badges, t-shirts, digital assets and outdoor advertising. A TV ad by directors Chris Cottam and Natasha Waugh, was brought to life by Pull the Trigger, as part of Cannes Young Lions in support of young creative talent.

We-Consent is an ambitious initiative to reach new audiences with new messages about consent in Ireland, and bring about a cultural shift in how we address sexual violence, consent, survivor voices, and sex and relationships more generally in our society.