‘Don’t Be That Guy’ – New Campaign posters outlining sexual assault and the laws of consent

A hard-hitting behavioural marketing campaign got so many people talking about the issue that Sexual Assault Voices of Calgary (SAV Calgary) is launching a second round of posters.

The latest campaign features four more powerful posters with the goal of raising public awareness around the issue of consent when it comes to sexual activity. As with the previous campaign, the posters target those responsible for committing sexual offences rather than placing responsibility for prevention on a potential victim.

Historically, sexual assault campaigns have been aimed at women, offering techniques and advice on how to protect oneself from becoming a victim of a sexual assault. This campaign’s focus is unique in that it targets the actions of the offender recognizing it is the offenders themselves who are responsible for changing their behaviours.

This phase of the campaign further addresses sexual consent in same sex relationships, though still recognizing that offenders are almost always male. The poster pictures two men sitting on a bed with text below reading “It’s not sex…when he changes his mind.”

The message is clear - sex without consent is sexual assault, and a crime punishable by law.

Danielle Aubry, Executive Director at Calgary Communities Against Sexual Abuse, says “In the past we have been conditioned to believe that certain groups of people have created situations where they are responsible for their attack. But we see that past prevention techniques don’t work, and do not challenge the root cause of sexual violence. These techniques instead put the blame of an assault on the survivor and removes all responsibility from the person who committed the crime in the first place.”

Staff Sergeant Ryan Jepson explains the rationale behind the fact that the posters target male offenders.

“Most men will never commit a sexual offence, however, we know that the majority of reported sexual abuse and sexual assault offences are perpetrated by men. In some studies, the percentage of reported offences committed by men is as high as 97 per cent,” says Staff Sergeant Jepson.

Joe Campbell, Youth Engagement Specialist with Calgary Communities Against Sexual Abuse says, “the campaign is not intended to offend men, but rather to connect with men and encourage them to get involved and become part of the solution.”

After launching the first posters in Calgary in October 2011, SAV Calgary received calls and emails from students, organizations and agencies all around the globe wanting to launch this campaign in their regions.

The new posters will be displayed on public transit, and in the coming months will be hung inside bars and clubs around Calgary to encourage individuals to learn about the laws of consent and to not be ‘that guy’ as sexual assault is a crime punishable by law.

Further information on sexual assault and the laws of consent, as well as on the campaign itself can be found on the SAV Calgary website (www.savcalgary.ca)

Sexual Assault Voices of Edmonton (SAVEdmonton) developed the Don’t Be That Guy campaign, and have allowed other regions to freely share their message. SAVCalgary would like to thank SAVEdmonton for allowing us to use their campaign materials.

Partners involved in SAV Calgary include, Association of Alberta Sexual Assault Services, Alberta Health Services, Calgary Communities Against Sexual Abuse, Calgary Police Service, Calgary Sexual Health Centre, Canadian Red Cross, Connect Family and Sexual Abuse Network and HomeFront.