I May Destroy You

Agency: Havas Media Group

With youth leaving the BBC in droves, we were faced with challenges on two fronts: address faltering consideration amongst under-35s, whilst communicating the sexual themes of I May Destroy You in an authentic and meaningful way.

The #MeToo movement has placed the topic of sexual consent high on the agenda for youth. However with disparate sources offering little clarity or indeed credibility to the topic, the BBC sought to create a place for them to learn more and explore the discussion around consent.

We created a digital-zine alongside key, fresh media voices The Face and gal-dem. The Ins and Outs of Consent explored the grey areas of sexual consent through real stories.

Smashing engagement figures and building genuine conversation, the campaign not only helped u35s engage with evocative and credible content, but it changed their perceptions of the BBC being 'For Them'.