| Título | More Than Yes |
| Agencia | Extreme Group |
| Campaña | Consent |
| Anunciante | Students Nova Scotia |
| Marca | Students Nova Scotia |
| Fecha de primera difusión/publicación | 2014 / 2 |
| Sector Empresarial | Violencias domésticas, agresiones sexuales |
| Lema | • If it's not loud and clear, it's not consent. It's sexual assault. Make sure your partner is really into it before you get into it. |
| Sinopsis | Extreme Group was engaged by Students NS, an alliance of post-secondary student associations, to develop a campaign that would promote a greater understanding of sexual consent among students within Nova Scotia. Our focus was on redefining sexual consent to one where “Enthusiastic consent” was the standard among students. This meant we needed a simple yet engaging idea that would clearly indicate that unless consent is clear, confident and enthusiastic, it’s sexual assault. We also had a limited budget, so our idea needed to be one that would capture the attention of our target, inspiring individuals, groups and post-secondary institutions to share the message. |
| Filosofía | Our strategy was focused on helping our target audience clearly understand what enthusiastic consent means. We framed up our key message on our creative brief in a simple yet inspiring way It’s only sex if everyone’s into it By bringing to life this key message, we would challenge old ways of thinking, and communicate that “enthusiastic consent” only happens when consented to freely (without intimidation), consciously, and purposefully. We wanted to show that it’s about getting a real and enthusiastic “yes”, instead of avoiding a “no”. The creative idea/ concept focused on powerful copy and art direction to draw our target audience in, and help make a clear, definitive, yet thought-provoking statement. It worked to communicate the idea that consent goes beyond just words – leading to the campaign tagline of More Than Yes. The campaign launched just prior to Valentines Day (February 11th), and since launch, it has helped drive significant conversation at a regional, national and international level. |
| Resultado | The campaign was picked up by nearly all local media across Nova Scotia, including the Chronicle Herald, The Coast, CBC, CTV, and News 957. The posters have also been displayed at campuses across Nova Scotia, and have copies have been requested by US universities. It was also covered by national media, such as Macleans Magazine and the Globe and Mail, and international media, including Huffington Post (US and UK versions), Adweek, and BuzzFeed. Experts and advocates on the subject of sexual aggression and consent are also embracing and sharing the campaign. |
| Medio | Prensa y publicaciones |
| Responsable de la creación | Shawn King |
| Director creativo | Dylan Moggey |
| Director artístico | Jeff Simpson |
| Responsable de conceptos / redactor | Trevor MIllett |
| Responsable de cuentas de agencia | Elizabeth Federico |
| VP/Planning | Martin Delaney |
| Planner | Brenden Sommerhalder |
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