LifeStyles Healthcare + Teach Us Consent launch new ‘Let’s Talk Consent’ campaign via HBK

From an idea originally sparked by ex-HBK creative Leah Morris and co-developed with HBK general manager Sheridan Devereux, HBK has announced the launch of the ‘Let’s Talk Consent’ campaign for LifeStyles Healthcare, Australia’s leading sexual wellness manufacturer.

In a global first for the sector, the ‘Let’s Talk Consent’ campaign is the latest phase in LifeStyles’ mission to make every sexual encounter safe, pleasurable and consensual.

A journey that began several years ago, says Devereux: “Our initial consent strategy focused on initiating, developing and negotiating a partnership between LifeStyles – already a leading provider of sex education resources in schools – and leading sexual consent organisation Teach Us Consent.

“Our first goal for this brand cause alignment was for LifeStyles to become the first major player globally to feature consent messaging on its condom packaging. With that box successfully ticked, the next logical step was to invite LifeStyles customers to share their knowledge, questions and experiences around consent, so as to drive greater understanding around what consent is and isn’t.”

An integrated digital, social and outdoor campaign, comprising shot-from-the-hip video content, outdoor rock posters and innovative influencer-created content as conceived by HBK and managed by Melbourne-based PR agency and lifestyle brand specialists Theory Crew, the ‘Let’s Talk Consent’ narrative has been informed by the genuine and authentic responses received from the Gen Z target to the project’s highly engaging kick-off questionnaire, and as shared across various social media platforms.

Reflecting real-world Gen Z knowledge and attitudes around verbal consent, and with all video content co-narrated by Teach Us Consent founder Chanel Contos, the campaign not only informs and educates, but actively encourages the demystifying and normalising of verbal consent and drives behavioural change by keeping it an ongoing conversation with friends, colleagues, peers and family.

The campaign was conceived and developed by HBK young guns Pip Higgins and Katelyn Clark.

Says Higgins: “It has been a dream to be involved in such an exciting and important project, and incredibly satisfying to help drive such meaningful involvement and connection between the LifeStyles brand and its audience.”

Client: Lifestyles Healthcare
Deb Watson – Senior Marketing Manager ANZ
Holly Horton – Marketing Assistant

Agency: HBK
David Hayes – Principal
Sheridan Devereux – General Manager
Stuart Penny – Creative Director
Kylie Blatsis – Senior Account Director
Leah Papakrivos – Account Director
Pip Higgins – Art Director
Katelyn Clark – Videographer / Editor
Leah Morris (ex-HBK) – Creative

Production
Charlie Hawks – Photographer
Samantha Coles – Hair and Makeup
Nick van Cuylenberg @ White Owl Sound – Audio Production

OOH Media – Hug Connect
Nat Hug – Director

Digital Media – HBK
Luke Kelly – Digital Director
Anais Cramesnil de Laleu – Digital Strategist
Bernard Song – Digital Specialist
Loreen Beutler – Digital Producer

PR Agency: Theory Crew
Felicity Grey – Founder and Managing Director
Angela Reynoldson – General Manager
Erin Hogan – Group Account Director
Ashleigh Dyer – Sr. PR Media Specialist
Samantha Simic – Account Manager
Stephanie Jones – Account Executive