Teach Us Consent.
The Promoting Consent Initiative (PCI) is a government-funded sexual consent campaign via creative agency Not Another.
Funded by the Department of Social Services, PCI includes consultation with a Youth Advisory Group, collaboration with experts, and content creation.
The goal is to shift attitudes around sexual harm, consent and healthy relationships.
Not Another strategic director Adrien Taylor swift that this is a genuinely unprecedented initiative.
“We believe this is the most ambitious and far-reaching digital-first consent education campaign globally, and it’s built with care, consultation, and creativity from the ground up,” Taylor said.
“Instead of preaching to Australia's youth, we’ve worked incredibly hard to hear them first and ensure the content meets them where they’re at.”
More than 200 pieces of content have been produced, including podcasts, documentaries, articles, carousels, and social media reels.
More than 25 online influencers, including Darcy Moore, Brooke Blurton, Blake Pavey and Tyde Levi have spoken for the campaign, sharing personal reflections.
Not Another creative director Mark Townshed said the campaign is about creating cultural change.
“Consent isn’t just a lesson in school; it’s something that plays out every day in how we relate to one another,” Townshed said.
“PCI gives young people the tools to navigate that with confidence.”
First Nations-specific content will be launched in the coming weeks.
Teach Us Consent Chanel Contos said these resources are made for all young Australians.
“Our hope is that every young person, no matter their background, feels represented, respected, and better equipped to set boundaries, understand others, and build safer relationships,” Contos said.
The initiative sits under the Federal Government’s National Plan to End Violence Against Women and Children 2022–2032.
“It’s been an enormous undertaking. Hundreds of assets, across 40 content themes, spanning multiple time zones, talent, and locations,” Taylor said.
“But this is what real, youth-focused prevention work looks like. It’s bold, inclusive, and based in reality.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.