New campaign from Dublin Rape Crisis Centre created by Cannes Young Lions

New campaign from Dublin Rape Crisis Centre created by Cannes Young Lions


~ Press Release – Wednesday, 22nd March, 2023 ~

Every year, a number of charities are given a unique and highly valuable opportunity by IAPI (The Institute of Advertising Practitioners in Ireland), to set a creative brief for 200+ young professionals in the Irish commercial creativity and communications sector, that take part in the Irish Cannes Young Lions competition.


In 2022, the Dublin Rape Crisis Centre (DRCC), were chosen to set the brief for the Film category which was won by Adam Kelly, Director & Editor and Eoin Lennon, Multi Media Producer, Droga5, part of Accenture Song in Dublin. Their creative concept, “a little more conversation, a little less action” which is now called “We Consent”, was brought to life pro bono for the charity, by Pull the Trigger, the production company who has now produced 5 years’ worth of Cannes Young Lions winning ads in support of young creative talent. The film category is also sponsored by Sky Ireland, who air the winning Ad for free.


The concept behind the DRCC Ad is to provide a positive message around the issue of consent for all adults, young and old and from all walks of life. Talking about the winning ad, which first aired this Wednesday 22nd March, Sarah Monaghan, Consent Project Manager at the Dublin Rape Crisis Centre, said;


“This Ad marks a turning point in how we understand and discuss consent in Ireland. It is a breath of fresh air to see consent modelled on screen in a way that is so positive, accessible and relatable. We hope that all audiences can connect with this Ad’s message and understand that whether it’s a yes or a no, communication, agreement and respect for each other are at the heart of consent. We are so thankful to the IAPI Young Lions for bringing this important Ad to life for us.”


Cannes Young Lions is a creative competition that provides young talent in the advertising, marketing and communications industry the opportunity to compete at national, and then global level against their peers. As the Festival Representatives for Ireland, IAPI manage the Irish Cannes Young Lions competition and each year hundreds of talented young professionals take part.



“This is one of my highlights of the IAPI year”, says Charley Stoney, CEO, IAPI. “Not only does this programme promote young creative talent but it also benefits our chosen charities, such as DRCC, who all receive a huge range of creative concepts and fund-raising ideas for their cause. The timing of this launch couldn’t have come at a better time as we have just completed the judging of this years’ Cannes Young Lions competition. The chosen charities for 2023 were GOAL, Irish Guide Dogs for the Blind and The Dyslexia Association of Ireland. IAPI are grateful to be able to support such worthwhile organisations, who would not otherwise have the resources to conceptualise, develop or run campaigns of this nature.”



Creative Credits:

Director & editor, Droga5 Dublin – Adam Kelly.
Multi Media Producer, Droga5 Dublin – Eoin Lennon

Productions Credit:

Co-Directors Chris Cottam and Natasha Waugh
Producers Max Brady and Orla Bleahen
DP Carol Tormey
Editor Lee Hickey
Colourist Dave Hughes
Post Production Producer Vita Mak
Post Production Facility Windmill Lane Post Production
Audio Facility Scimitar Sound, Jordan Mullen & Dean Alexander Jones
Client: Dublin Rape Crisis Centre – Sarah Monaghan, Consent Project Manager
Sponsor: Sky Media Ireland –Malcolm Murray, Sales Director
Pull the Trigger – Max Brady, Producer.

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