Ireland pulls state-funded consent campaign video after backlash

The Dublin Rape Crisis Centre (DRCC) has withdrawn a series of social media advertisements from its ‘We-Consent’ campaign following widespread criticism and government intervention. The controversy centered on a 25-second video depicting grandparents arriving at a home to hug their grandchildren; while one child embraces them, a teenage girl appears visibly uncomfortable. The clip concluded with the message, “Not everyone wants a hug. Even from the people who love them.”

Irish Justice Minister Jim O’Callaghan described the advertisement as “both inappropriate and demeaning to grandparents,” stating that it did not represent the views of the government. He confirmed that the video was removed after officials from his department engaged with the DRCC. Taoiseach Micheál Martin also backed the decision, noting that while the offense may not have been intentional, the ad was clearly inappropriate.

The ‘We-Consent’ initiative is a long-term campaign aimed at increasing awareness of personal boundaries and consent. It has received significant state funding, including support from the Department of Justice, the Department of Children, Disability and Equality, and Cuan, the state agency for domestic and sexual violence. Critics, including opposition politicians, argued the campaign was a waste of resources and risked portraying familial affection as suspicious.