Ride?
This is Willy, Ride’s spokesperson.
He will be showing you around.
PROBLEM
Sexual consent has become a meaningless interaction derived from the lacklustre and problematic mainstream narrative of consent which has created ingrained sexual scripts within young people.
DRIVING INSIGHTS
Sexual consent as an ongoing negotiation needs to be valued and incorporated into the mainstream narratives of consent as ultimately consent has been rendered meaningless.
The media deliberately minimises sexual violence which ultimately adds to the increased confusion of what constitutes sexual violence and that these things are inherently a 'normal' experience for women.
Sexual violence is a hugely gendered crime, however, when tackling issues of consent, society focuses on how women can be more vigilant and avoid abuse rather than dealing with the perpetrators of the crime.
WHO FOR?
Ride targets the individuals who society consistently fails to target when we have conversations around sexual violence, especially consent. Men, aged 18-22, labelled as the ‘clueless cocks’ due to the socialisation of being a “manly man” and mainstream narratives that create sexual scripts of how men are supposed to act during sex.
IDEA
Heighten consensual sexual experiences through the promise of connection, intimacy and sensuality to challenge ingrained views of ‘normal sex’ among the ‘clueless cocks.’
CONCEPT
Reimagine the outlook of consent inspiring an alternate world of possibility where consent is the key to pleasurable sex using game-like surrealism to bridge this gap between reality and imagination.
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Reimagine the outlook of consent inspiring an alternate world of possibility where consent is the key to pleasurable sex using game-like surrealism to bridge this gap between reality and imagination.
RIDE?
Ride is an immersive digital platform that aims to reimagine the outlook of consent where it is key to explorative pleasure.
CONSENT CARDS
ODDS ON CHALLENGE
Ride X Hinge Collab
The Ride X Hinge collaboration is one of the first touchpoints with the consumer to initially entice them and give them an incentive to interact with Ride.
It aims to reach and begin to introduce Ride to consumers where it is needed most, in casual dating scenarios.
The Ride X Hinge collaboration is one of the first touchpoints with the consumer to initially entice them and give them an incentive to interact with Ride.
It aims to reach and begin to introduce Ride to consumers where it is needed most, in casual dating scenarios.
Communications strategy
Narrative of campaign.
To inspire the consumers to embark on a journey of consensual sex and discover a new world of possibility with consent at the forefront.
Feedback:
“You have successfully managed to filter, distil and pack insight and research into every corner of your project, alongside an excellent level of critical evaluation and justification.”
(Claire Phipps, 2022)
IF YOU WOULD LIKE TO READ THE WHOLE COMPREHENSIVE REPORT CURATED FOR THIS PROJECT PLEASE CONTACT ME :)
job roles
extensive research
trend analysis and forecasting
insights to idea
conceptualising idea
brand construction
campaign direction
