_11. ONLY 100% IS CONSENT - DEPARTMENT OF JUSTICE AND ATTORNEY-GENERAL
Client - Queensland Government
Agency - Khemistry
Executive Creative Director: Brent Leibenburg
Copywriter: Jake McLennon
Head of Art: Lauren FitzGerald
Art Director: Chris Conolly
Head of Production: Robbie Dodd
Director - Ryan Renshaw
Production - Kiosk Film
Editor - Felicity Kranz
Sound Design - Hayley Dell
Challenging perceptions that affirmative sexual consent practice is awkward
Challenge
In 2024, Queensland passed new sexual consent laws, introducing the affirmative model of consent. Our task was to change ingrained behaviours, educate people that consent is never vague, that it can change or evolve across an encounter - and that it neednʼt be an uncomfortable moment.
Solution
With our creative platform ‘Only 100% is consentʼ, we showed that consent is never partial. A 50% yes, or even a 99% yes is still a no. We were able to demonstrate consent in all its forms, across a range of scenarios, couples and age groups - while reinforcing it doesnʼt have to be awkward and should be a normal part of sexual behaviour.
Results
The campaign is currently in market, so data is still pending. But it has been receiving positive feedback from the audience and stakeholders.
Year:
2025