Seen+Noted: BBH Singapore creates ‘Sex Responsibly’ campaign for Absolut Vodka and RAINN

BBH Singapore has created a multiplatform campaign across print, online, social, and out of the home for Absolut Vodka in association with US anti-sexual-violence organization RAINN.

The ‘Sex Responsibly’ campaign launched on Valentine’s Day and focuses on the issue of consent – ‘Only a ‘Yes’ to sex is a yes’. Every retweet of the campaign on Valentine’s Day resulted in a $1 donation from Absolut to RAINN.

The campaign ran on billboards in Times Square in New York and also includes print, digital and social advertising – supported by a roster of influencers and a partnership with RAINN, the nation’s largest anti-sexual violence organization.

“In a recent survey conducted with 21-30 year olds for Absolut by KRC Research, we learned that nine in 10 have talked about consent with their friends and family, and that nearly one-third said they talk about the topic of consent frequently or all the time,” said Ann Mukherjee, chairman and CEO of Pernod Ricard North America. “Additionally, 61 percent said they believe companies should play a role in tackling this issue. When you pair that data with the startling reality that every 73 seconds, an American is sexually assaulted – frequently involving the perpetrator’s misuse of alcohol – you can understand why we feel compelled to take a stand on the issue of consent.”

Absolut’s partnership with RAINN will help even more survivors of sexual assault each year and continue the organization’s vital work to educate the public, prevent sexual violence, and ensure that perpetrators are brought to justice. Importantly, Absolut will work with RAINN to develop and implement new, culturally-relevant campaigns and programs that aim to prevent all people from using alcohol as a tool or excuse to violate consent.

“We look forward to working with Absolut to tackle the important issue of consent head-on, and to use this partnership to advance cultural understanding of the problem and create real-world solutions,” said Scott Berkowtiz, president of RAINN. “We are excited by the potential for the brand’s reach to call attention to this important issue.”