In a post-MeToo world, Australia has been a leader in introducing new consent laws. But there’s one place we normalise lack of consent everyday: our screens. 3 in 5 Australians are unable to recognise non-consensual acts in films, because they’re depicted as funny or romantic. And what’s normalised on screen, becomes normalised in life.

We launched our campaign on TikTok by exposing the lack of consent in famous scenes. Our posts went viral and sparked a movement that hit global mainstream media. We soon had the endorsement of Netflix and the attention of the Australian Government - now working with Consent Labs to officially implement a Lack of Consent classification to hit our screens in 2023 - turning entertainment into education.

So Consent Labs, Australia’s leading consent educator, decided to call them out with the first-ever “lack of consent” classification. Just like a “violence” classification, a “C” would inform viewers of lack of consent in content, but also teach them to recognise it both on screen, and in real life.

Case study

We launched our campaign by reaching our audience where they lived - social media. Using #classifyconsent, we exposed the lack of consent in famous scenes, and why a new classification was needed.

With millions of views, we turned every asset into grassroots consent education.

@consentlabs When lack of consent is normalised on screen, it’s normalised in life. Pledge your support for a new ‘lack of consent’ classification (link in bio). #classifyconsent ♬ original sound - Consent Labs

@consentlabs Over 70% of Australians want non-consensual acts like this, called out on screen. Pledge your support for a new 'lack of consent' classification (link in bio). #classifyconsent ♬ original sound - Consent Labs

@consentlabs Was this funny or forced? A new 'lack of consent' classification would empower viewers to recognise lack of consent on-screen, and in real life. Pledge your support (link in bio). #classifyconsent ♬ original sound - Consent Labs

Our social posts and broadcast coverage drove people to our website where they could learn more about consent, submit scenes of their own, and sign our petition for a new classification- successfully putting pressure on the government to take action.