#ClassifyConsent.
Consent Labs.
A campaign for the world’s first classification (“C”) to call out lack of consent on screen.
Consent Labs, Australia’s leading consent experts, were working hard to educate the two-thirds of Australians who were never taught about consent.
But there was one space where all their progress was being undermined, and Australians were collectively spending 780,000,000 hours a year watching it.
So we launched #ClassifyConsent, a campaign for the world’s first classification (“C”) to call out lack of consent on screen.
The classification is simple. Just like a “violence” classification, it informs viewers if there’s “lack of consent” in content before they watch. But it’s also powerful - it turns entertainment into consent education, each time it’s used.
We launched by exposing the lack of consent in famous film scenes and shared the videos on TikTok. Our social posts went viral and the campaign was quickly picked up by global mainstream media. And with an earned reach of over 200 million, 71% of people now wanted an official “lack of consent” classification.
One Show gold, bronze. D&AD Graphite. Cannes Glass Shortlist. Spikes Asia Grand Prix for good, gold, silver and bronze x2. Fast Co – world changing idea. AWARD gold x 4, silver x 3, bronze x 4. Adfest Innova – innovation for humanity, gold, silver x 2.