Superdrug launch campaign tackling non-consensual sexual behaviours

UK high street healthcare retailer Superdrug launched this week the UKs most comprehensive campaign to tackle the important issue of sexual consent, led by campaign ambassador Georgia Harrison, and launched in partnership with leading UK charities, Brook, Fumble, UK Says No More and Switchboard.

Georgia Harrison, Superdrug’s You Before Yes campaign ambassador:

“I’m extremely proud to be a part of the Superdrug you before yes campaign. It is so important now more than ever that the younger generation understand the importance of consent. 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.”

The You Before Yes Campaign provides information, education and support to improve people’s understanding of consent and help develop more positive consent behaviours. It delves into the crucial, but too often overlooked world, of consent to open up important conversations about what consent actually means, helping people feel informed and empowered to find their voice and take positive action.

It’s been launched in response to new research about consent conducted among over 2,000  18-21-year-old, which revealed devastating results:

• More than one-third of people (36%) have ‘gone along with sex’ even though they didn’t want to. Three in ten did so out of fear of what would happen if they said no.

• 25% of people have gone along with unprotected sex when they didn’t want to. 41% of those were too afraid to say no.

• A quarter (23%) have experienced a power imbalance in a sexual relationship with 28% not recognising the relationship was imbalanced. 20% have put up with a power imbalance because they didn’t know what to do to fix it.
• 30% of 18-21-year-olds have never asked a sexual partner about their sexual health history, feeling too awkward to ask them if they’ve been tested for STIs.
• Two-thirds have received explicit content over text, WhatsApp or social media without their consent. Of those who have received explicit content without their consent, the majority felt uncomfortable (72%), some felt violated (25%) and a proportion felt pressured to respond (16%).

• Nearly one in five (17%) have felt groomed or manipulated into non-consensual behaviours, with 38% not being aware of the signs of grooming.
• 92% of 18-21-year-olds say that sexual education didn’t improve their confidence about sex, sexual consent and relationships.

With two-thirds of 18-21-year-olds calling for a better societal understanding of what ‘consent’ means and 60% of 18-21-year-olds wanting to see greater access to sexual consent advice from experts to drive positive change, the You Before Yes Campaign initially will provide Videos and Blogs written by campaign partners Georgia Harrison, Brook, Fumble, UK Says No More and Switchboard covering the most essential consent education and information, and helping people to navigate the intricate and often confusing topic of consent.

Topics covered include, ‘What is Consent’, ‘Consent in Relationships’ ‘Porn, Nudes and Consent’ ‘Consent and STIs’ ‘Consent and Cyberflashing’  ‘Consent and friends and family support’; ‘Consent and sexual violence’. And importantly who to reach out to if help and support is needed. The website includes Georgia Harrison’s video content which highlights the need for individuals to put ‘You’ before ‘Yes.’ Georgia’s video, which sees her reading out non-consensual sexually explicit direct messages, emphasises the essential point that everyone has a right to say no to any form of sexual activity and has the right to withdraw their consent at any time.

Consent education on Superdrug Condoms: In a UK first, Superdrug is rolling out consent-warning messages onto the packaging of its Own Brand condoms, to reinforce the importance of seeking consent before anything else happens.Consent messaging and a QR code to the You before Yes microsite to be included on Superdrug Own Brand condoms (available from September 2023)

Caris Newson, Superdrug’s Healthcare Director:

“People are being exposed to devastating non consensual behaviours far too frequently and lack access to information and support.   At Superdrug, we provide sexual health products, services and expertise, and with millions of young people visiting us instore and online every week, we recognise that action needs to be taken to help everyone feel empowered to find their voice when it comes to consent. Better consent-based behaviours won’t happen overnight and we’re committed to working with our partners to create long standing change.”