PINK Loves Consent

Practitioner: 

Date: 

Dec 3 2012

Location: 

Online

The satirical website was launched at noon on Monday, December 3. According to the site, “PINK loves CONSENT is our newest collection of flirty, sexy and powerful statements that remind people to practice CONSENT. CONSENT is a verbal agreement about how and when people are comfortable having sex.”

Through Victoria’s Secret’s social media, the concept of consent was cropping up in some unexpected places. The Victoria’s Secret facebook pages were flooded with “I heart consent” posts, excited campus reps were retweeting pinklovesconsent.com, and the “pink hearts” at pinknation.com were declaring their love for “open sex talk.” One employee tweeted, “I am so happy to currently have a job for a company that stands for something so beautiful!! @LoveConsent #victoriassecret #loveconsent” Highschool students were tweeting “I’m loving the new @LoveConsent! Victoria’s secret goes feminist!” At the outset, 100 young facebook users were in one the prank. It just went viral from there.

How did customers respond to the prank? Victoria’s Secret fighting rape? Some people were skeptical, some people were confused, and most people LOVED it.

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