Superdrug x You Before Yes
The Challenge
Following data from the Sex Education Forum showing that young people lacked knowledge in sexual consent and were unable to identify consent themes, Superdrug saw an opportunity to educate young people and beyond in an accessible and informative way.
The Solution
We created the UK's most comprehensive sexual consent resources and information platform, You Before Yes.
Utilising data, the campaign tackled major issues around consent and unprotected sex, power imbalances in relationships, explicit messages, sex education, and much more, partnering with activist and TV star, Georgia Harrison to champion the Campaign.
To drive further credibility we partnered with charities Brook, Fumble, UK Says No More, and Switchboard, who created assets that sat on the You Before Yes website and Superdrug’s owned channels.
Taking a 360 approach, marketing leaflets and FSU displays were issued to Superdrug stores to further amplify the campaign messaging to customers.
The Outcome
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220 pieces of mainstream national and media coverage including Mail Online, Metro, Daily Express, OK! and The Sun.
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OTS 200+ million.
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Campaign shared organically on Georgia Harrison’s social channels with total reach of 1.4million.
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The campaign generated interest from NHS sexual health departments to use the campaign assets within teaching modules.
