The Absolut 'Drink Responsibly, #SexResponsibly' campaign from the vodka brand was created in partnership with RAINN to help open up the dialogue surrounding consent. The campaign encourages consumers to have a drink and enjoy, but to always keep an open dialogue when it comes to sexual encounters to ensure consent is affirmed by both people. The campaign includes an array of advertising promotions in print, digital, out-of-home and social advertising with influencer support to boot.
Explaining the Absolut 'Drink Responsibly, #SexResponsibly' campaign, Chairman and CEO of Pernod Ricard North America Ann Mukherjee said, "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. 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.”