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    BMF spearheads national ‘Consent Can’t Wait’ campaign for DSS

    The Department of Social Services has launched a national behaviour change campaign, Consent Can’t Wait, via creative agency BMF, urging older Australians – the influencers of young people – to check their own understanding of sexual consent.

    With the tagline, “If we don’t understand consent, how will our kids?”, the campaign centres on the importance of learning, understanding, and talking about consent amongst the older generations as a pivotal step in educating younger Australians.

    The hero films directed by Revolver’s Dani Pearce feature a diverse range of real Australian couples, highlighting the internal thoughts and questions many Australians silently hold about consent.

    By posing a number of questions that need to be talked about, and answered, prior to consensual intimacy, Consent Can’t Wait demonstrates the necessity for older Australians to update their understanding of sexual consent to ensure it can be passed onto the next generation.


    “Consent is a culturally loaded word, fraught with connotations, systemic inconsistencies, and media rhetoric. It’s also a personal and private topic, so people don’t talk about it unless they ‘need’ to,” said BMF’s chief strategy officer, Christina Aventi.

    “But all across Australia, people are engaging in consent-relevant moments. Studies show that one in two of them are confused about consent and harbour questions about the topic that they keep to themselves. And, as long as we continue to hold our questions about consent silent – as long as we don’t know the answers – the next generation will too.

    “We know consent is hard to define, but kids are learning more than we think, and we can’t leave it to chance and hope for the best. So, the first step is to educate ourselves and get to a shared understanding. Because before we can teach young people what’s right and wrong about consent, we need to get clearer ourselves.”

    The campaign is supported by a national rollout including TV, cinema, online video, social, and OOH. In addition, the Department of Social Services and BMF have launched a website where Australians can assess their understanding of sexual consent, which also provides resources and conversation guides.

    Kiah Nicholas, associate creative director at BMF, described how “from casting real couples to an intimacy coordinator on set, to wardrobe autonomy, to consent over how the scenes were set, consent was integrated into every facet of the campaign process. It was critical to us that our campaign didn’t just talk the consensual talk but walked the consensual walk.


    “We hope this campaign inspires all Australians to take action and help make change possible by getting up-to-speed on, and improving their understanding of, consent. We can’t hold our questions about consent silent a second longer. Because if we don’t know the answers, how will our kids? – Learning, understanding, and talking about consent can’t wait.”

    See also: BMF promotes Tom Hoskins and Dave Roberts to GCDs


    Client: Department of Social Services
    Branch manager, campaigns and strategic communication: Mardi Stewart
    Director, campaigns: Turong Francis
    Co-campaign manager: Nicole Bell
    Co-campaign manager: Lauren Jeffrey
    Campaign officer: Laura Griffin

    Creative Agency: BMF
    Chief creative officer: Alex Derwin
    Chief innovation officer: Tara McKenty
    Group creative director: Tom Hoskins
    Associate creative director: Kiah Nicholas
    Senior creative: Nathan Pashley
    Head of art and design: Lincoln Grice
    Chief strategy officer: Christina Aventi
    Planning director: Jess Sutanto
    Chief executive officer: Stephen McArdle 
    General manager: Richard Woods
    Group account director: Victoria Vernardos
    Senior account manager: Anja Cherry
    Head of TV: Jenny Lee-Archer
    Agency producer: Honae MacNeill
    Finished artist: Jayde Chan
    Creative services director: Clare Yardley
    Digital lead: Sam Elliott
    Digital producer: Haydon Fanning
    UI/UX designer: Janet Tyler
    Production director: Karen Liddle
    Integrated producer: Simone Plaza

    Digital Agency: Orchard

    Production Company: Revolver
    Director: Dani Pearce
    Executive producer: Pip Smart

    Post Production: ARC Edit
    Editor: Phoebe Taylor
    Sound production: Cam Milne/Squeak E Clean
    Music: Lydia Davies/Squeak E Clean
    DOP: Jeremy Rouse
    Production director: Sarah Nichols

    The post BMF spearheads national ‘Consent Can’t Wait’ campaign for DSS appeared first on Mediaweek.

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