In terms of consent and the battle in opposition to sexual and gender-based violence, the phrase “no means no” has lengthy been proclaimed. To evolve that assertion, a marketing campaign from France from two organizations, which incorporates the assist of Tinder, has produced a ‘bible’ to assist males higher perceive girls, which enforces the assertion that “If it’s not sure, it’s no!”
The joint marketing campaign by TBWAParis for ConsentIs and HandsAway, which goals to battle society’s points with sexual violence, goals to give attention to the schooling of males who consider that some girls are “too advanced to know” and declare there’s a “vagueness” round consent.
To beat that lack of knowledge, a 2,000-page e-book titled “Decoder Les Femmes” (Decoding Ladies) claims to decode and train males the whole lot they should know in regards to the “thriller of girls” has been printed. Inside it’s the primary rules of content material and the way males might be extra respectful in society, particularly at the beginning of a relationship.
The synopsis of the e-book says: “Courting girls has all the time condemned males to speculation, trial and error, complete doubt and typically even regrettable errors. ‘Decoding Ladies’ affords, eventually, to elevate the veil on female complexity by delivering exhaustively and with out concession the whole lot you completely have to know earlier than embarking on the conquest of girls.”
The professional-bono work by TBWAParis goals to encourage phrase of mouth across the marketing campaign assertion.
Because the marketing campaign movie reveals, although, all 2,000 pages are made up of the marketing campaign assertion repeated all through—“If it’s not sure, it’s ‘no!” and focusing on colleges, youth teams, social facilities, libraries, leisure facilities and festive occasions.
Supporting the motion in France is The Ministry of Gender Equality, Range and Equal Alternatives, which has launched a bookmark to accompany the e-book and affords sources out there to victims, whereas Tinder France will promote schooling round consent with a four-month schooling marketing campaign referring customers to ‘The 5 Pillars of Consent’ on the marketing campaign web site, developed by ConsentIs.
A QR code positioned throughout the e-book additionally invitations readers to the HandsAway web site and hyperlinks to the “Cease the violence” web site, the 3919 home violence helpline, and the “How We Love” chatroom of gender equality and anti-violence charity En Avant Toutes.
“The e-book was a solution to the cliché that ladies are like a puzzle to know, unimaginable to observe, with a altering or capricious temper, assistant director Julia Deshaves advised Adweek. “We wished an enormous e-book, to sarcastically recommend that it takes lots to know girls. The duvet additionally performs this position, mysterious, enigmatic nearly esoteric, however that’s not the case. The miracle recipe is in a single sentence of 6 phrases “If it’s not sure, it’s no.”
Copy author: Léna Monceau added: “By way of this e-book, it’s this fantasized relationship to girls that we need to deconstruct. Past the “humorous” idea of this e-book, the implications of the ignorance of consent on French society are alarming: Even at this time in France, 16% of males suppose that when a lady says ‘no’ it nonetheless means ‘sure’. And 23% of males suppose {that a} lady takes pleasure in being compelled.”
CREDITS:
Shopper: Lucile Dupuy, Vassilia Mattei, Domitille Raveau, Benjamin Puygrenier, Miguel Neves Da Costa
Company: Jonathan Serog, Julia Montagu
Social media supervisor: Eleonore Berthier- Milot
Government inventive director: Benjamin Marchal et Faustin Claverie
Assistant director: Julia Deshayes
Copy author: Léna Monceau
Movement designer: Nicolas Duval
Manufacturing: Else
CEO Else: Maxime Boiron
TV Producer: Léa Gosselin
Head of music and sound: Olivier Lefebvre
Sound director: Fanny Mithois
Artwork purchaser: Marie Leborgne
Illustrator: Swindler&Swindler
