The more disturbing the PSA ad, the more likely it is to end up being picked up by the media and going viral. That seems to be the convention. The higher the shock factor, the (youtube: https://www.youtube.com/watch?v=MD8BkIgp9Fo text: more gore), the better.
(youtube: https://www.youtube.com/watch?v=xUmp67YDlHY)
But a recent sexual consent awareness ad by an American based agency called Blue Seat has produced a great little piece of work for Thames Valley Police that bucks the trend.
(youtube: https://www.youtube.com/watch?v=fGoWLWS4-kU)
It’s quirky and unexpected and while at first seems ill advisedly glib actually carries its message with seriousness and unquestionable common sense. And in a move that should please British people, and especially PG Tips’s Monkey, it involves tea.
If you haven’t seen it yet, it’s called “Consent: it’s as simple as tea.” It very simply and cleverly draws a parallel between offering someone a cup of tea and getting someone to go to bed with you: “Just because you made it, doesn’t mean you are entitled to watch them drink it.”
While it is surprising that this late in human history it is still necessary to have to explain to people how no is different to yes, this is the way to go about it.
It’s engaging, well written, makes its point in no uncertain terms and is funny. What’s different too is that the script isn’t by an advertising copywriter but adapted from a piece by blogger (link: http://rockstardinosaurpirateprincess.com text: Rockstar Dinosaur Pirate Princess) no less. Perhaps this explains why the piece feels so refreshing. The humour of the script and the amateurish, scratchy feel of the animation in no way undermine the seriousness of the message. In fact, they work to dial up the ludicrousness of confusing the affirmative with the negative.
It’s a smart and effective use of metaphor and the video has, at the time of writing, had over half a million views on YouTube. Let’s hope that the people who need to see it have done so. Although, you have to wonder, will the sort of person who doesn’t understand consent understand the metaphor?