In a UK first, Superdrug is rolling out consent-warning messages onto the packaging of its own brand condoms. The high-street chemist hopes the campaign will help highlight the issue of sexual consent and reinforce the importance of seeking consent before anything else happens.
As well as consent-warning messaging on condoms, Superdrug’s 'You Before Yes' campaign also features one of the UK's most comprehensive consent education and information website. Consent messaging and a QR code to the site will be included on Superdrug own brand condoms from September this year.
Led by ambassador Georgia Harrison, the 'You Before Yes' campaign has been launched in partnership with leading UK charities Brook, Fumble, UK Says No More and Switchboard. It comes as shocking new data from Superdrug reveals that more than one third of 18 to 21-year-olds (36 per cent) have ‘gone along with sex’ even though they didn’t want to.
The data also found that 25 per cent of people have gone along with unprotected sex when they didn’t want to, with 41 per cent of those were too afraid to say no. And in an alarming discovery, 92 per cent said that sexual education didn’t improve their confidence about sex, sexual consent and relationships.
The new research, conducted among more than 2,000 18 to 21-year-olds, also revealed a quarter (23 per cent) have experienced a power imbalance in a sexual relationship, with 28 per cent not recognising the relationship was imbalanced. Twenty per cent said they have put up with a power imbalance because they didn’t know what to do to fix it.
Meanwhile, 30 per cent of 18 to 21-year-olds said they have never asked a sexual partner about their sexual health history. In regards to why, the majority said they feel too awkward to ask them if they’ve been tested for STIs.
Caris Newson, Superdrug’s Healthcare Director, said: "People are being exposed to devastating non-consensual behaviours far too frequently and lack access to information and support. At Superdrug, we provide sexual health products, services and expertise, and with millions of young people visiting us instore and online every week.
"We recognise that action needs to be taken to help everyone feel empowered to find their voice when it comes to consent. Better consent-based behaviours won’t happen overnight and we’re committed to working with our partners to create long standing change."
Isabel Inman, Assistant Director of Communications, Policy and Public Affairs at Brook, added: "Understanding consent is fundamental to keeping young people safe and healthy. That’s why Brook is proud to partner with Superdrug to empower young people to navigate the world of consent safely online and offline through inclusive, accessible information and support."
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Emilie Cousins, Programme Manager at FUMBLE, commented: "We know, by listening to young people, that they need much more support and inclusive education when it comes to sexual consent in the digital age. You Before Yes comes at this crucial time. As a safe, digital space for young people to ask their sex, relationships and health questions, Fumble is proud to be part of this campaign."
Sarah D’Angelis, UK Says No More Programme Manager at Hestia, said: "All too often, sexual violence is downplayed or laughed off, or worse victims are blamed because of what they were wearing or how much they’d had to drink. For real social change to happen, we need to create a ‘consent culture’ in the UK and talk openly about consent – that’s why UK Says No More is proud to support Superdrug’s ‘You Before Yes’ campaign."
Allison Montgomery, Switchboard Communications Manager, wrote: "Switchboard is proud to partner with Superdrug on their 'You Before Yes' Campaign. Consent is crucial regardless of your sexual orientation and this campaign makes that clear through important information, education and support for all."
