White Ribbon Launches 20minutes4change Campaign To Empower Dads To Teach Their Sons About Consent

White Ribbon, in collaboration with J. Walter Thompson Worldwide, have launched new Campaign, The “Consent Script”, a script dads can use to teach their sons what consent is.    20minutes4change.org. The website is a continuation of the 2016 initiative which aims to end sexual assault by empowering dads to teach their sons how to be agents of positive change.  The Campaign kicked off on November 25th, International Day for the Elimination of Violence Against Women.

The campaign aims to teach about consent and gives age appropriate advice to parents.

About the Campaign

Humberto Carolo, Executive Director at White Ribbon spoke to Little Black Book Online: “One in three Canadians don’t fully understand consent, much less how to talk about it with their kids. This year, by giving dads the script they need to have this conversation with their sons, the campaign is poised for even greater impact.”

Susan Kim-Kirkland, President and CEO at J. Walter Thompson Canada also speaking to Little Black Book Online:: “It was incredible to see the outpouring of support for the initiative’s inaugural year. I’m excited to see #20minutes4change mobilise more dads to raise a respectful generation of men.”

“As the father of a young boy, I have a responsibility to shape him into a respectful, kind human being. With that comes conversations that aren’t always easy. I’m proud to be a part of something that breaks down the barriers for fathers to have the critical conversation with their sons about sexual consent and respect for women,” says Josh Budd, Chief Creative Officer, J. Walter Thompson Canada.

Additionally, media companies, influencers, politicians and organisations across Canada will donate their media space on November 25 to raise awareness for #20minutes4change.

About White Ribbon

White Ribbon is the world’s largest movement of men and boys working to end violence against women and girls, promote gender equity, healthy relationships and a new vision of masculinity.

Starting in 1991, we asked men to wear white ribbons as a pledge to never commit, condone or remain silent about violence against women and girls. Since then, the White Ribbon has spread to over 60 countries around the world.

We work to examine the root causes of gender-based violence and create a cultural shift that helps bring us to a future without violence. Our vision is for a masculinity that embodies the best qualities of being human. We believe that men are part of the solution and part of a future that is safe and equitable for all people.

Through education, awareness raising, outreach, technical assistance, capacity building, partnerships and creative campaigns, White Ribbon is helping create tools, strategies and models that challenge negative, outdated concepts of manhood and inspire men to understand and embrace the incredible potential they have to be a part of positive change.






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