Campaign Objective
To educate and 16–24-year-olds in Ireland about the necessity of clear, full (100%) consent in sexual relationships — conveying that even 99% certainty isn’t enough. It aimed to break down consent barriers without using fear tactics, and channel young adults to DRCC resources and helpline
Creative Execution
Partnered with 22 of Ireland’s top TikTok influencers, collectively reaching about 2.8 million followers, to create authentic consent-focused messages post-workshops led by DRCC and agency Pluto
Launched on 6 March 2020 as a pioneering Irish campaign on TikTok, complemented by paid ads across Instagram and Facebook
Digital assets linked everyday uncertainty (e.g., “Would you…” questions) to the campaign slogan: if you're even 1% unsure—it's not consent
Impact & Results
Produced 50+ online pieces, including 32 TikTok videos with 2.2 million views, 135,000 likes, and an impressive 11.5% engagement rate
Media coverage exceeded 100 pieces, reaching over 32 million people .
DRCC website traffic surged by 66%, with sessions up 55%, driven largely by 18–24-year-olds — a rise from 13% to 23% of users
Recognition
Shortlisted in AIM Awards, Digital Awards. Awarded Best Social Media at the Spider Awards 2022, Best Issues-Led Campaign and Best Charity Campaign at PRII Awards 2021, Commendation ICAD AWARDS 2021, Silver at IMC Europe Awards, and Gold for Best Cause at APMC Awards 2021
Campaign Essence
“#100Consent” used peer influence, digital creativity, and everyday metaphors to prompt honest conversations among young Irish adults—underscoring that without 100% clarity, consent isn’t consent. It shifted cultural norms, drove engagement, and meaningfully connected youth to DRCC’s support services.
Media:
