“Project Consent” is a grassroots, not-for-profit organization whose goal is to combat rape culture through positive dialogue about the importance of consent. Project Consent relies exclusively on word-of-mouth and unpaid affiliate support.

“Sexual consent advocacy” in North America is a cause shared by a multitude of organizations, each fighting for share of voice and influence over the conversation. Major players, like the Ontario Government’s #ItsNotOkay cause, and U.S. initiative “It’s On Us” are well-financed, and as a result, monopolize share of voice. Smaller organizations, like Project Consent, B.C. based SWOVA, among numerous others, don’t have the financial support to generate significant awareness, and therefore their impact is limited. Objectives of the campaign included impacting the conversation about consent by obtaining 10 million impressions and increasing Project Consent’s share of voice in the category from 3% to 6%.

We developed a suite of creative assets (video, GIF and JPG) that begged to be shared. This was critical given there was zero media budget. We adapted our creative assets into posters for the University of Toronto campus. As a statement initiative, we created apparel for the students at University of Toronto – men’s and women’s underwear with campaign messages on them.

• The campaign immediately went viral – achieving 411 million campaign impressions (over 40x greater than our 10 million goal).

• Project Consent achieved 14% share of voice (vs. our goal of 6%)

• The campaign was shared in over 231 countries worldwide.

• Earned press across leading press outlets: Huffington Post, MacLeans, Strategy Magazine, Cosmopolitan, Self, Mirror, AdWeek BuzzFeed, Women’s Health, Men’s Journal, among numerous others.

• YouTube

o In only 10 days, the campaign videos earned over 8 million video views on YouTube, and generated an 1859% increase in YouTube subscribers to the Project Consent page.

• Facebook

o Our campaign content achieved 43x more reach than Project Consent’s average content; page likes increased by 495%; and engagement rates were 8% higher than Facebook’s industry average.

• Twitter

o Our campaign content achieved 27x more reach than Project Consent’s average content; followers increased by 332%; and engagement rates were 14% higher