Consent Labs call for new screen classification to call out lack of consent via TBWA\Sydney and Eleven
This article contains references to sexual consent, sexual harassment and sexual assault and may be triggering for some readers. For any Australian who has experienced, or is at risk of, family and domestic violence and/or sexual assault please call 1800 RESPECT or visit www.1800respect.org.au. 1800 RESPECT is open 24 hours, 7 days a week.
Consent Labs has partnered with TBWA\Sydney and Eleven on a new campaign petitioning the Classifications Board to introduce a classification that calls out ‘Lack of Consent” in film and television.
The not-for-profit, which provides consent and respectful relationships education across Australia, created the new classification to support Australians to make informed decision about the content they’re consuming, and educate them on the different between consensual and non-consensual acts.
Other assets: PR film 1’42”
While major progress is being made to educate Australians on affirmative consent, with new consent laws, national education requirements and government campaigns, three in five Australians (57%) are still unable to recognise consent when seen on screen, and a quarter (16%) are unable to define it.
New researched as found that Australians agree that identifying non-consensual acts in TV shows and films would help in educating viewings (75%), with a majority (71%) also believe classifying these scenes before the act should be a legal requirement moving forward.
The research, undertaken by TBWA\Sydney on behalf of Consent Labs, was conducted online with a nationally representative sample of 1051 Australians between 5 and 12 July.
The research also revealed that nearly two-thirds (65%) of Australians were never taught about consent, with Australians defining giving consent as a body movement (22%), a look (19%) and a feeling (16%), when asked.
Angelique Wan, CEO, co-founder and executive director of Consent Labs, said: “Our research shows that despite Australians having the best intentions to either teach or learn about consent – such as in school or as parents – we’re still seeing it being defined incorrectly. While adding a classification to content may seem simple, it’s a powerful addition and can even be used as an education tool. From scenes in children’s films where women are kissed while they’re asleep, to rom-coms where men are tied to a bed and their struggle is played for laughs, or scenes that are depicted as romantic, even though the person says “no” again and again. These acts are designed to add dramatic effect to a scene but the visualisation without warning perpetuates and normalises lack of consent.
“There’s power in knowing what you’re watching. That’s why we classify coarse language, nudity and drug use. And that’s why we must classify lack of consent.”
TBWA\Sydney executive creative director, Katrina Alvarez-Jarratt, said: “Despite the progress our governments have made in introducing affirmative consent laws, we are still normalising lack of consent on our screens. If we want to make real change, we need to change the lens through which we’re viewing our favourite films and TV shows.”
Through the campaign, Consent Labs is calling on major content publishers across all verticals to support the movement to Classify Consent.
Dr Joyce Yu, co-founder and executive director of Consent Labs, added: “This isn’t about cancelling or censoring any content. This classification would inform viewers, like any other. It would also show audiences what lack of consent can look like on screen, and in real life. We’re reaching out to publishers to be a part of a movement that educates Australians on what sexual consent is and to empower viewers to make more informed choices.”
Australians in support of the campaign can make the pledge at classifyconsent.com.au. Later in the year, Consent Labs is planning a Federal Petition to the Classifications Board with the view to turn the movement into reform.
Credits
Consent Labs
Creative Agency: TBWA\Sydney
PR Agency: Eleven
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topics
affirmative consent
Angelique Wan
Consent Labs
Dr Joyce Yu
Katrina Alvarez-Jarratt
TBWA\Sydney
