CPB London has created a thought-provoking campaign for legal pressure group Right to Equality is lobbying the UK government to update the sexual offence laws with an ad campaign bearing an intentionally provocative title: “I’m asking for it.” 

The campaign presses the UK government to introduce the “affirmative consent” model – an active, voluntary and mutual decision to engage in sexual activity, which is already recognised by other nations.

Led by a line often used as justification of sexual violence, “I’m asking for it” draws viewers in and flips the narrative to show that the woman pictured is actually asking for a change to the law.

Find out more on CPB London.