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Consentis and HandsAway, two benchmark associations that work daily raising awareness across all generations about the importance of consent, today unveil their first joint campaign … read moreproduced by TBWAParis: IF IT’S NOT YES, IT’S NO! If the two associations have joined forces it is in particular to make a big impact, but especially to make a lot of noise. Indeed, education around consent must no longer be a minor subject, particularly in view of the recent report from the High Council for Equality between Women and Men which was published on January 23 and which provides a critical look at the state of play in France on issues of sexism. Among the most striking figures, 33% of women surveyed have already had sex at the insistence of their partner, when they did not want to. This figure demonstrates at the highest level the importance of educating from the youngest generations and the need to constantly remind people of the importance of consent, to change mentalities and behaviours. In addition, an IPSOS survey in 2022 for the Traumatic Memory and Victimology association revealed that for 16% of men, a woman who says "no" to sexual intercourse means "yes" and that 23% of young people aged 18 to 24 think that women take pleasure in being forced during sex. So what’s the solution? Origins of the campaign: For some men, women seem too complex to understand and interpret, and this "vagueness" leads men to believe that they are allowed to cross certain boundaries. How can this scourge be remedied by leaving no room for male interpretation when it comes to man-woman seduction? The idea! Bring together everything you ever wanted to know, understand and learn about women in one book. A kind of bible, a reference on women to unravel their legendary mystery to never put a foot wrong again... At the heart of this campaign, the launch of the book "Decoding Women", a work of 2000 pages, also available in paperback, provides the basic principles of consent, which we should all follow for a more egalitarian, more respectful society, especially when two people start a relationship.
read less...Client : Lucile Dupuy, Vassilia Mattei, Domitille Raveau, Benjamin Puygrenier, Miguel Neves Da Costa
Agency : Jonathan Serog, Julia Montagu
Social Media Manager : Eleonore Berthier- Milot
Motion designer : Nicolas Duval
Production
CEO Else : Maxime Boiron
Head of music and sound : Olivier Lefebvre
Sound Director : Fanny Mithois
Art buyer : Marie Leborgne
Illustrator : Swindler&Swindler
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