The Consent Campaign is striving to raise awareness and emphasise the crucial role of consent in all types of sexual activities.

In a recent survey conducted by UK retailer Superdrug, alarming statistics have shed light on the devastating impact of non-consensual behaviours and the urgent need for an improved understanding of consent.

The study, which involved approximately 2,000 Superdrug customers aged 18-21, revealed that 36% of respondents admitted to engaging in sexual activities even when they did not want to.

The findings indicate a concerning lack of awareness surrounding consent, which may be attributed to inadequate sex education in schools and the abundance of misinformation on the internet.

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Superdrug’s “You Before Yes” campaign aims to combat non-consensual behaviours

Recognising the urgent need for change, Superdrug has launched its groundbreaking campaign called “You Before Yes.” The initiative, developed in collaboration with prominent UK charities, including Brook, Fumble, UK Says No More and Switchboard, aims to provide education and support to improve people’s understanding of consent.

To kick off the campaign, influencer and activist Georgia Harrison has been appointed as the campaign ambassador. In a powerful video, Harrison bravely reads out non-consensual sexual comments directed at her, highlighting everyone’s right to say no and withdraw consent at any time.

Superdrug’s research has uncovered even more distressing statistics, indicating the urgent need for action. Among those who engaged in non-consensual sexual activities, three out of ten did so out of fear of the consequences of saying no. Shockingly, 25% of respondents admitted to going along with unprotected sex against their will, with 41% of them being too afraid to refuse.

Educational blogs and videos

Two-thirds of the participants reported receiving explicit content over text messages, WhatsApp and social media without their consent. The study also revealed that a staggering 92% of respondents felt that sex education did not enhance their confidence regarding sex, sexual consent and relationships.

To address these alarming findings, Superdrug’s “You Before Yes” campaign will provide educational blogs and videos on its dedicated website. Additionally, the campaign will introduce consent messages on Superdrug’s Own Brand condoms starting in September.

These condoms will feature a message and a QR code that leads to the “You Before Yes” website. Superdrug plans to incorporate information about consent on till screens, leaflets, Superdrug radio (recorded by Georgia Harrison) and on the Superdrug Online Doctor platform and relevant service pages such as those about STI testing.

Lasting change through collaboration

In a press release, Georgia Harrison expressed her concerns about the current state of consent education and her support for the campaign, stating: “The statistics revealed by Superdrug have clearly highlighted that more needs to be done to help educate young men and women on this subject.

Now they are stepping up to raise awareness of the issues revealed and offer education and information to anyone who needs it.”

Superdrug healthcare director Caris Newson echoed these sentiments, emphasising the importance of creating lasting change through collaboration, stating: “People are being exposed to devastating non-consensual behaviours far too frequently and lack access to information and support.”

Superdrug’s “You Before Yes” campaign seeks to address the pressing issue of non-consensual behaviours and bridge the knowledge gap surrounding consent. With a commitment to education, awareness and support, Superdrug aims to bring about meaningful change in societal attitudes towards consent and empower individuals to prioritise their own well-being.