Spikes Asia

50 Shades of NO

THE OTTO EMPIRE, South Melbourne / 50 SHADES OF NO / 2018

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Overview

Background

The world has been taught that NO means NO. However, the way we communicate is more complex and nuanced. We can violate someone’s boundaries by not picking up on their verbal and nonverbal cues, even if we have no ill intentions. On the 13th of January, the online publication Babe.net published an account from an anonymous woman titled: “I went on a date with Aziz Ansari. It turned into the worst night of my life.” https://babe.net/2018/01/13/aziz-ansari-28355 In the article, the woman recounted her date with the actor, which ended in a sexual encounter. While Ansari claimed he believed the encounter was consensual, his date did not. The woman, according to the story, used “verbal and non-verbal cues to indicate how uncomfortable and distressed she was” throughout the evening.

Many spoke out saying the woman was assaulted, others said it was simply a ‘bad date’ and she should have ‘just said no’. What was clear, is when it comes to consent, there is a grey area.

A group of young women created a brave new social awareness campaign. 50 Shades of No seeks to eradicate the grey area and educate men on the ways women demonstrate non-consent.

Execution

13th of January, online publication Babe.net published an account from an anonymous woman: “I went on a date with Aziz Ansari. It turned into the worst night of my life.” https://babe.net/2018/01/13/aziz-ansari-28355

In the article, the woman recounted her date with the actor, which ended in a sexual encounter. While Ansari claimed he believed the encounter was consensual, his date did not. The woman, according to the story, used “verbal and non-verbal cues to indicate how uncomfortable and distressed she was” throughout the evening.

Launched on March 8th 2018, International Womens Day, 50 Shades of No seeks to eradicate the grey area and educate men on the ways women demonstrate non-consent. Posted on the instagram pages of 50 Social Media Influencers, and using the hashtag #50shadesofno, women were encouraged to share posts and stories. The campaign was seen by millions, and reached over 70 countries, with plans to expand globally.

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Shortlisted Cannes Lions
50 Shades of No

THE OTTO EMPIRE, Melbourne

50 Shades of No

2018, 50 SHADES OF NO

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