Creative advertising agency RKCR/Y&R is launching a new campaign to prevent teen rape, on behalf of the Home Office.
The ad depicts a teenage couple upstairs alone at a party. The boy begins to make advances towards the girl. As the girl tries to stop him the ad reveals the boy’s conscience, as if looking in on himself. He bangs on an invisible wall trying to stop the scene that is unfolding in front of his eyes. It then finishes with the line: “If you could see yourself, would you see rape?”
The execution for the Home Office is part of a Government move to dispel the myths surrounding rape and increase understanding of what actually constitutes rape, sexual assault and consent.
The TV ad, which launches 5 March, targets 13-18 year-olds and will be aired across TV and Cinema to reach the target age group. It was directed by Yann Demange, who also directed Channel 4’s acclaimed drama Top Boy last year.
It will be backed by digital banners and a re-build of the website, www.thisisabuse.direct.gov.uk, which offers help and information on rape and abuse. The site will also have an MPU rich media module that shows the story from the girl’s point of view.
A survey conducted by the NSPCC (Partner exploitation and violence in teenage intimate relationships) found that 33% of girls and 16% of boys have experienced some form of sexual violence from a partner. Another survey showed that 22 per cent of respondents aged 16-20 thought that it was, or probably was, acceptable for a boy to expect to have sex with a girl if he has spent a lot of time and money on her.
Toby Talbot, Executive Creative Director, RKCR/Y&R says “This ad makes for uncomfortable viewing. But then so do the statistics. They are truly shocking. To start to redress the issue, it’s important to make clear to teenagers what kinds of situations can constitute rape.”
Laura Trendall, Head of Marketing at the Home Office says “We know that young people aren’t receiving the information and advice they need when it comes to sexual consent. This campaign will play a key role in challenging young people’s attitudes towards rape, enabling them to reflect on their behaviour and seek help where required.”