Superdrug has teamed up with Love Island star Georgia Harrison on a new sexual consent campaign.
The UK health and beauty retailer’s ‘You Before Yes’ initiative aims to provide education and support to improve people's understanding of consent.
Key topics covered include: what is consent; porn, nudes and consent; consent and STIs; consent and cyberflashing; consent and sexual violence, and more.
Harrison stars in Superdrug’s main campaign video, where she reads out non-consensual sexual comments directed at her to emphasise everyone's right to say no and withdraw consent.
The influencer has actively campaigned against revenge porn after her ex-boyfriend, fellow reality TV contestant Stephen Bear, sold footage of them having sex.
He was jailed for 21 months for the act.
Superdrug is also rolling out consent warning messages on the packaging of its own-brand condoms to reinforce the importance of seeking consent before anything else happens.
‘You Before Yes’ is in response to Superdrug research which highlights the devastating impact non-consensual behaviours are having on 18 to 21-year-olds.
Superdrug is adding consent warning messages on the packaging of its own-brand condoms
More than one third (36%) have ‘gone along with sex’ even though they did not want to, found the retailer.
Three in ten did so out of fear of what would happen if they said no.
A quarter (25%) of people have also had unprotected sex when they did not want to, with 41% of those too afraid to say no.
“People are being exposed to devastating non-consensual behaviours far too frequently and lack access to information and support,” said Caris Newson, Superdrug’s Healthcare Director.
“We recognise that action needs to be taken to help everyone feel empowered to find their voice when it comes to consent.”
Harrison commented: “It is so important, now more than ever, that the younger generation understand the importance of consent.
“The statistics revealed by Superdrug have clearly highlighted that more needs to be done to help educate young men and women on this subject.”
Superdrug is also highlighting the issue on till screens in shops, via in-store fixtures, and in leaflets available at its pharmacies and health clinics.
‘You Before Yes’ has been launched in partnership with UK charities Brook, Fumble, UK Says No More and Switchboard.
Make-up brand Lottie London has also touched upon the issue, having launched a campaign which educated Gen Z on safe relationships.
Read more:
- Superdrug deems SPF a ‘healthcare essential’ and cuts price of own-brand sun care by 20%
- Superdrug ramps up bricks-and-mortar strategy with 25 new store openings this year
- Skin Proud creates ‘pay it forward’ social media campaign for Mental Health Awareness Month
- Superdrug’s marketplace goes live with 300 brands
- Hair Proud offers free haircuts to homeless young adults in the US
