Australia has one of the highest sexual assault rates in the world. Lululemon partnered with Wear Cape to create awareness and support for recent legislation making sexual consent mandatory.
#silenceisnotconsent
Client: lululemon
Category: Social Justice
Task: Create awareness and support for mandatory sexual consent
Source of affinity*: Anti-rape
Australia has one of the highest sexual assault rates in the world. Lululemon partnered with Wear Cape to create awareness and support for recent legislation making sexual consent mandatory.
The theme of the campaign centred on loved ones – brothers, sisters, parents, and friends. The imagery created a powerful message “how would you feel if it was your loved one?” Key influencers talked about their experiences and spreading the word of mandatory consent.
Results: More than 1.9 million views. Australian online search for the brand up 30%.
Australia has one of the highest sexual assault rates in the world. Lululemon partnered with Wear Cape to create awareness and support for recent legislation making sexual consent mandatory.
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