With regards to consent and the battle towards 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 help of Tinder, has produced a ‘bible’ to assist males higher perceive ladies, 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 imagine that some ladies are “too complicated to grasp” and declare there’s a “vagueness” round consent.
To beat that lack of know-how, a 2,000-page e-book titled “Decoder Les Femmes” (Decoding Girls) claims to decode and educate males every thing they should know concerning the “thriller of ladies” has been printed. Inside it’s the fundamental rules of content material and the way males might be extra respectful in society, particularly initially of a relationship.
The synopsis of the e-book says: “Courting ladies has at all times condemned males to speculation, trial and error, whole doubt and typically even regrettable errors. ‘Decoding Girls’ provides, eventually, to raise the veil on female complexity by delivering exhaustively and with out concession every thing you completely have to know earlier than embarking on the conquest of ladies.”
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 faculties, youth teams, social facilities, libraries, leisure facilities and festive occasions.
Supporting the motion in France is The Ministry of Gender Equality, Variety and Equal Alternatives, which has launched a bookmark to accompany the e-book and provides 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.
CREDITS:
Consumer: 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
