We asked women around the world to share moments where their lack of consent was overlooked or ignored by the other party. 50 real women gave us 50 verbal or physical cues they used to try to stop or slow a sexual encounter. We then printed these cues on t-shirts in 50 shades of grey. On International Women’s Day 50 influencers committed to wear and share a tshirt on their social channels, spreading the message to millions. All 50 shirts were also featured in a film depicting a series of scenarios where women did not give consent to participate in sexual encounter. An e-commerce site was launched where the tshirts are available to purchase, raising funds for Project Consent.

Inspired by the Aziz Ansari scandal, a Facebook page was created asking women to share the ways they tried to stop or slow a sexual encounter that were ignored by the other party. These statements were then printed onto tshirts in 50 shades of grey.

Purposely launched on International Women’s Day, 8th March 2018, the project was released via social media (Facebook and Instagram). 50 public figure committed to take part, wearing a t-shirt, sharing it on Instagram and spreading the message to millions. All 50 t-shirts also featured in a film, launching the same day, depicting a series of scenarios where women did not give consent to participate in sexual encounter.

The t-shirts were made available online for purchase to raise money for Project Consent. Hundreds have already been sold, and reshared on social media. People could create their own custom versions using statements or actions of their own.

The film was posted by influencers and shared by millions worldwide, garnering over 55 million media impressions, 6 million social media impressions and 50 countries reached. On March 8 alone, over 200 tshirts were sold with 100% of profits from TShirt sales donated to Project Consent, an organisation dedicated to consent education, dismantling rape culture and supporting survivors of sexual assault.

Social influencers and celebrities such as Abigail Breslin (500k followers), Steph Smith (1.3 mill followers) and Ashy Bines (1 million followers) posted pics of themselves wearing the shirts and shared to their followers.

Radio interviews, online conversations and unpaid media extended the reach and engagement, with other countries now planning their own 50shadesofno campaigns.