Absolut Vodka campaign talks about sex and consent

Absolut Vodka launches Drink Responsibly. #SexResponsibly campaign highlighting consent in sex

Absolut Vokda ‘Drink Responsibly. #SexResponsibly’ campaign highlights consent in sex

Just in time for Valentine’s day, a day last week when people around the world had romance top of mind, Absolut launched Drink Responsibly. #SexResponsibly – a bold new campaign to help spark a conversation on the role of consent in safe, healthy sex.

Using the chronology of a date to break down different stages of consent, the campaign puts a spotlight on how people do (or do not) address consent in their own lives. From sliding into DMs, to buying someone a drink, to sharing a ride to the next destination, the brand made it clear that Only a Yes to Sex Is a Yes. Because sex without consent is sexual assault.

The campaign includes out of home, print, digital and social advertising – supported by a roster of influencers and a partnership with RAINN, one of the US’ largest anti-sexual violence organisation.

“In a recent survey conducted with 21-30-year-olds for Absolut by KRC Research, we learned that nine in ten have talked about consent with their friends and family, and that nearly one-third said they talk about the topic of consent frequently or all the time,” said Ann Mukherjee, Chairman and CEO of Pernod Ricard North America.

“Additionally, 61 percent said they believe companies should play a role in tackling this issue. When you pair that data with the startling reality that every 73 seconds, an American is sexually assaulted – frequently involving the perpetrator’s misuse of alcohol – you can understand why we feel compelled to take a stand on the issue of consent.”

Bartle Bogle Hegarty BBH was involved with the campaign process and created these out-of-home advertisements in New York.

Absolut’s partnership with RAINN will help even more survivors of sexual assault each year and continue the organisation’s vital work to educate the public, prevent sexual violence, and ensure that perpetrators are brought to justice. Importantly, the brand will work with RAINN to develop and implement new, culturally-relevant campaigns and programmes that aim to prevent all people from using alcohol as a tool or excuse to violate consent.

“We look forward to working with Absolut to tackle the important issue of consent head-on, and to use this partnership to advance cultural understanding of the problem and create real-world solutions,” said Scott Berkowtiz, President of RAINN.

“We are excited by the potential for the brand’s reach to call attention to this important issue.”

On Valentine’s Day, Absolut engaged consumers via social media. For every share or retweet of the campaign, Absolut donated US$1/£0.77 to RAINN. Donations from the Valentine’s Day engagement were in addition to an initial donation to support RAINN’s work from Absolut. Mukherjee will become a member of RAINN’s National Leadership Council on behalf of Absolut.