It's 2023, and our understanding of consent still isn't up to par. Perhaps due to the lack of sex education in schools and rampant sex misinformation online, people — especially women — face devastating impacts of non-consensual behaviors: 36 percent of people, for example, have "gone along with sex" even when they didn't want to, according to a January 2023 survey of around 2,000 Superdrug customers 18-21 years old.
UK retailer Superdrug wants to combat these behaviors with its new campaign You Before Yes(opens in a new tab). In partnership with several UK charities — Brook, Fumble, UK Says No More, and Switchboard — Superdrug's campaign provides education and support to improve people's understanding of consent.
Influencer and activist Georgia Harrison is the campaign ambassador. She kicked off the campaign with a video reading out non-consensual sexual comments directed at her to emphasize everyone's right to say no and withdraw consent at any time:
You Before Yes is in response to Superdrug's research, which reveals even more upsetting statistics: Of those who have had sex when they didn't one to, three out of 10 did so out of fear of what would happen if they said no.
Twenty-five percent of respondents have gone along with unprotected sex when they didn't want to; 41 percent of those were too afraid to say no. Two-thirds received explicit content over text, WhatsApp, and social media without their consent.
A shocking 92 percent said that sex education didn't improve their confidence about sex, sexual consent, and relationships. Two-thirds are calling for better societal understanding of what "consent" means — and You Before Yes seeks to fill that knowledge gap.
In addition to providing educational blogs and videos on the You Before Yes(opens in a new tab) website, Superdrug is rolling out consent messages on its Own Brand condoms. Starting in September, these condoms will have a message and a QR code to the You Before Yes website.
Information about consent will also be delayed on till screens, leaflets, Superdrug radio (recorded by Harrison), and on Superdrug Online Doctor and relevant service pages, like about STI testing.
"The statistics revealed by Superdrug have clearly highlighted that more needs to be done to help educate young men and women on this subject," said Harrison in the press release. "Now they are stepping up to raise awareness of the issues revealed and offer education and information to anyone who needs it."
"People are being exposed to devastating non-consensual behaviors far too frequently and lack access to information and support," said Superdrug's healthcare director, Caris Newson, in the release. "Better consent-based behaviors won’t happen overnight and we're committed to working with our partners to create long standing change."
If you have experienced sexual abuse, call the free, confidential National Sexual Assault hotline at 1-800-656-HOPE (4673), or access the 24-7 help online by visiting online.rainn.org(opens in a new tab).
