This advertising campaign is a hard-hitting behavioural marketing strategy that’s bound to get people talking, and that’s exactly what members of SAV Calgary (Sexual Assault Voices of Calgary) are hoping for.
The “Don’t be that Guy” campaign features some powerful language and graphics with the goal of raising public awareness of alcohol-related sexual assaults, while holding offenders accountable for their behaviours.
Historically, sexual assault campaigns have been aimed at women, offering techniques and advice on how to protect themselves from becoming a victim of this crime. This campaign’s focus is different and unique in that it targets the actions of the offender – not the behaviours of the victim, recognizing it is the offenders themselves who are responsible for changing their behaviours.
The ads are bold and graphic and are intended to hit home with their target audience – men between the ages of 18 to 24.
The message is clear – someone who is incapacitated by alcohol or drugs cannot give consent, and sex without consent is sexual assault.
In 2010, 62 per cent of sexual assaults investigated by the Sex Crimes Unit in Calgary involved a victim who was incapacitated by alcohol or drugs. However, officials know there are many more cases that are not reported to police.
“In the public discourse around sexual assault, there exists a hierarchy of blame when talking about the person who has been sexually assaulted. We make judgements about what we think are right and moral in the world and in doing so often blame the victim for the assault,” says Danielle Aubry, Executive Director at Calgary Communities Against Sexual Abuse.
“But it is important to recognize that even though we may not always agree with how someone dresses, or the behaviours that they partake in, these do not negate the fact that all individuals deserve safety and security in their communities and their homes.”
Laurie Blahitka, executive director Public Health, Alberta Health Services adds, “As a community, it is important for us to stand together and say this type of behaviour is not acceptable and the consequences are too great. The Calgary partners are pleased to join with other communities around the country in this important social initiative.”
Posters will be displayed in bars and clubs, LRT platforms, inside buses and CTrains, as well as inside some schools and universities to encourage men not to be ‘that guy’.
A website has also been developed to provide additional information to support the campaign (www.savcalgary.ca)
The campaign echoes one launched in Edmonton in November 2010 and SAV Calgary would like to thank SAVEdmonton for allowing them to use their campaign materials.
Partners involved in SAV Calgary include, Association of Alberta Sexual Assault Services, Alberta Health Service, Calgary Communities Against Sexual Abuse, Calgary Police Service, Calgary Sexual Health Centre, Canadian Red Cross, Connect Family and Sexual Abuse Network and HomeFront.
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