SAVE (Sexual Assault Voices of Edmonton) has launched an outdoor and print advertising campaign focusing on the issue of alcohol-facilitated sexual assaults. This campaign’s message is simple: Sex without consent is sexual assault. The advertisements use very graphic language and images to communicate to their intended target audience, males between the ages of 18 to 24. The campaign consists of mini-boards above urinals in the Edmonton bar districts, LRT station advertisements, print ads in the University of Alberta and Grant MacEwan University newspapers as well as entertainment magazines like SEE and VUE. “”Just because she isn’t saying no doesn’t mean she’s saying yes”. “Just because you help her home doesn’t mean you get to help yourself”.
Alcohol-facilitated sexual assault is a sexual act committed on a victim who is profoundly intoxicated to the point of near or actual unconsciousness. In these cases the victim cannot give consent. The “Don’t be that Guy” behavioural marketing campaign is aimed at the offender. Historically, sexual assault campaigns focused on how to prevent being assaulted.
Superintendent Danielle Campbell of the EPS Criminal Investigations Division says, “A recent study out of the United Kingdom involving 18-25 year old males revealed that 48 per cent of the males didn’t consider it rape if a woman is too drunk to know what was going on. This study validates the statistics we have here in Edmonton.”
The Sexual Assault Voices of Edmonton (SAVE), online at Facebook, is a coalition of groups: Sexual Assault Centre of Edmonton, the University of Alberta Sexual Assault Centre, Saffron Centre of Sherwood Park, Convenant Health Prevention of Alcohol Related Trauma in Youth (PARTY Program), Responsible Hospitality Edmonton, Red Cross, Prostitution Awareness and Action Foundation of Edmonton (PAAFE), University of Alberta Women’s Studies, Community Advocates and the Edmonton Police Service.