Feminist author Clementine Ford delivers a very important PSA on consent via The Royals
Independent creative agency The Royals has joined forces with feminist author Clementine Ford to end all the confusion surrounding consent and… milkshakes.
The social video, titled ‘Consent is a Conversation’, is shot in a diner – a not-so-subtle nod to the government’s recent Respect Matters campaign.
Today, the video launches via Clementine Ford’s Instagram profile and aims to open up the conversation about consent in a way that’s uncomplicated and free from milky metaphors.
Says Ford: “We don’t need metaphors or complicated analogies to explain consent. In fact, the easiest way to understand consent is to talk about it. It’s a dialogue between sexual partners that prioritises respect and wellbeing, and this shouldn’t be hard for people to understand. Consent is an ongoing conversation, and we hope that by doing this we encourage people to start having that conversation.”
With a three-day turnaround from idea to going live, the project was a labour of love for all involved.
Says Mads Catanese, copywriter at The Royals: “Sexual consent is a conversation, and for too long, it’s a conversation that we haven’t been having. Now that the topic of consent has the microphone, we must create messages that are concise and clear.”
Says Izzi McGrath, art director at The Royals: “We’ve previously worked with Clementine through our client Wild Secrets and know how passionately she feels about the topic. We loved working with Clementine to create ‘Consent is a Conversation’ and hope Australians of all ages find it a valuable contribution to the national conversation.”
Executive Creative Director: Stu Turner, The Royals
Creatives: Clementine Ford, Mads Catanese, Izzi McGrath
Producer: Aaron Rocca
Cinematographers: Joel Egan, Tavis Pinnington
Sound Operator: Tim Smith
32 Comments
Amazing guys! Well done.
Amazing. Simple, well executed and exactly what we need. Well done everyone @The Royals.
Timely, simple and bloody important. Just imagine what this team could have done with $3.8 million of taxpayer money.
Great work
5 days, no budget and a brilliant outcome vs the years and $3.8 million it apparently took to make that milkshake monstrosity.
This is seriously good. I hope this gets the eyeballs it deserves.
This is amazing. Simple and on point. Well done!
I’m so confused. Is the milkshake a penis or vagina?
Is all over my socials
The milkshake thing was terrible. This video is far more clear and to the point. But I don’t think a video message from feminist author Clementine Ford will change how men (or young men) think about consent. They probably won’t even see it.
This is the same woman who said, “Honestly, the corona virus isn’t killing men fast enough.” etc etc etc it’s a long list. Why pick someone who men will turn away from, the very people the message is intended for? It would have had more impact coming from a man or men known for being tough.
You’ve got a point. Personally, I’m a Clem fan but I recognise she’s a divisive character, especially with the a demographic of young men who are particularly problematic. Having said that, I suspect this video isn’t intended for them.
Glad someone jumped on this and sorted out the consent video – great job
I don’t turn away from her, cos I’ve never heard of her – but if she legit said that, it’s dumb.
This is the best take on it…https://www.youtube.com/watch?v=pZwvrxVavnQ
Thank you for doing this.
Ahh yes, just what we need. More self-righteous virtue-signalling and being spoken down to by the woman who tweeted that COVID isn’t killing men fast enough. Nice work guys. https://www.bandt.com.au/cv-19-is-not-killing-men-fast-enough-columnist-clementine-ford-forced-to-issue-latest-apology/
We don’t need to support everything someone says in order to support them on a single other issue. We can agree on this issue together while also disagreeing with each others’ points of views.
That’s truly woke.
Love Clem. Unfortunately there’s heaps of research out there to support the fact that young men (the demographic who need education about consent most), digest messages better from men they respect and want approval from. Nonetheless, good onyas for getting this out there, and keeping the convo going.
That doesn’t mean that’s the only way to do it. Read some of the social comments and it’s apparent that it’s reaching teachers, parents, schools, couples etc. Data can’t prove everything.
Women would have shared it as much if it had been some bloke saying it.
Lot’s of the women I know are sick and tried of ‘men’ just now, as a collective I mean, not individuals
Women aren’t the problem. Men are. Choose someone men will listen to. Not someone women want to share.
Agree with the comments above. Rightly or wrongly, the casting of Clem will mean that a large portion of the audience won’t be tuning in.
Seems lots of people are though. Go figure
Preaching to the converted I’d say!
It sets the parameters and defines them clearly. Young men can’t claim ignorance now.
This should be picked up by mainstream media and discussed far and wide to drive the point home. (Royals, if you’re listening?)
This has done what the government ad should have done yet failed to do. And that is to be direct and to the point.
A serious topic presented with power. So hats off to the Royals, the Director and Clementine Ford.
As for the divisive nature. Not everyone knows who she is. But honestly, if you argue with the points she makes here you need to get in the bin.
Showed this to my two teenage boys.
You know, the target audience.
And they got it.
Did they love it?
No. But this is not something they should ‘love’
Did it make sense to them
Yes.
Did it make them think (and openly talk) about some of the things they are going through right now
Yes. Job done.
Did they know who Clementine Ford is
No. Nor did I till a few hours ago.
Should we care that she tweeted men should die?
No. Until men stop forcing, bashing and raping women, I think many women have every right to that sentiment.
Now imagine how your teenage sons would have responded if the message was delivered by someone they knew and respected? You don’t think the impact on your boys would be even greater? There’s no doubt yes is the answer.
Lol.
I didnt see the intended audience of this being young men, or men in general, but rather teen girls and young women who might not have had it reinforced enough from a strong female role model that they can say no or change their minds at any time, and that that’s their physical and sexual right.
Clem has taken the first step in breaking this conversation down into simple, clear points after that shockingly bad milkshake video. It would be great if more visible role models – perhaps someone who appeals to young men and teen boys – joined in and brought their audience into it. Hopefully this video isnt a once off, as it’s well overdue.
That there’s people in or around this industry that don’t know who Clementine Ford is at this point?
Too busy reading the brief.