FHM
Rape
Culture
Campaign
Proactive
Communication Strategy
Sarah Britten
July 20 2013
The Challenge
How to take social media
outrage, gender based
violence and a lad magazine
and turn all of this into a
campa...
The Background
2 FHM writers made really
stupid, really offensive
jokes about corrective
rape.
This is what happened.
Stup...
Technically, I’m a
target of that joke.
This, if you’re not certain,
is corrective rape.
“”Corrective”is ironic..
A lot of people
were unhappy
about those
jokes.
Max and Montle got into
trouble with their boss.
(Although a lot of it doesn’t
read like an apology at all)
So they apologised.
We haven’t ended up with
anything useful though.
.
To some, Max and Montle
look like victims. Nobody
wins.
1. Rape culture is sustained by
an entire social context.
LET’S LOOK AT THE
SITUATION.
2. You’re never going to combat it
...
There is an
opportunity here.
Because of its
readership, FHM is the
one magazine that could
make a difference to
combating rape culture.
Guys who read FHM are not going to
change their behaviour or attitudes
because other people tell them to.
INSIGHT NO 1
Guys who read FHM are more likely to
change because they want the
approval of other guys (and hot
women).
INSIGHT NO 2
Don’t tell them
what to do.
WHICH MEANS
Ask them how they
would solve the
problem.
INSTEAD
What you really want, is
to make it
horribly, pathetically
uncool to promote rape
culture.
>Insert
tasteless rape
joke<
Br...
But how?
Here’s a suggested
step by step guide.
a complete
Douche
The complete A-z
g u i d e t o
not being
Guy found
when ...
Recommendation
STEP 1: Ask your readers how they would combat the
problem. Have honest conversation where guys open
up abo...
STEP 2: Get the women you feature in your magazine to
speak out against rape culture. And remind guys that
women don’t res...
STEP 3: Get male
role models to
speak out
against rape
culture.
(Preferably the
kind of guys
that every
other guy
wants to...
STEP 4: Make heroes of ordinary FHM readers who
are prepared to speak out. Give them cool prizes.
Make being a decent guy ...
Bring your advertisers on board.
Make more money being
the good guys. What’s not to love?
See? Easy.
(Ok. Maybe not. But still.)
Dr Sarah Britten
Strategic Partner
Twerker in training
@Anatinus
sarah@usesoap.co.za
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FHM Rape Culture Communication Strategy - Proactive

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This week two FHM writers in South Africa upset most of Twitter with tasteless jokes about rape. I think this is a good opportunity for a magazine that is uniquely placed to influence a section of society that often gets alienated in discussions about gender-based violence. Who knows? Maybe something like this could achieve positive social change. These are some very broad ideas about how I think they could do it.

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FHM Rape Culture Communication Strategy - Proactive

  1. FHM Rape Culture Campaign Proactive Communication Strategy Sarah Britten July 20 2013
  2. The Challenge How to take social media outrage, gender based violence and a lad magazine and turn all of this into a campaign that (might) achieve genuine, positive social change.
  3. The Background 2 FHM writers made really stupid, really offensive jokes about corrective rape. This is what happened. Stupid offensive joke Stupid offensive joke Unwise offensive joke (It’s corrective, not correctional. Just
  4. Technically, I’m a target of that joke.
  5. This, if you’re not certain, is corrective rape. “”Corrective”is ironic..
  6. A lot of people were unhappy about those jokes. Max and Montle got into trouble with their boss.
  7. (Although a lot of it doesn’t read like an apology at all) So they apologised.
  8. We haven’t ended up with anything useful though. . To some, Max and Montle look like victims. Nobody wins.
  9. 1. Rape culture is sustained by an entire social context. LET’S LOOK AT THE SITUATION. 2. You’re never going to combat it unless you address those who perpetrate it as well as those who are victims of it. 3. And that means you need to understand your target audience. Academic feminist hat (I’m thinking about this with my pragmatic marketing hat on, not my academic feminist hat.)
  10. There is an opportunity here.
  11. Because of its readership, FHM is the one magazine that could make a difference to combating rape culture.
  12. Guys who read FHM are not going to change their behaviour or attitudes because other people tell them to. INSIGHT NO 1
  13. Guys who read FHM are more likely to change because they want the approval of other guys (and hot women). INSIGHT NO 2
  14. Don’t tell them what to do. WHICH MEANS
  15. Ask them how they would solve the problem. INSTEAD
  16. What you really want, is to make it horribly, pathetically uncool to promote rape culture. >Insert tasteless rape joke< Bro, don’t do that *totes awkies* Carcinogens
  17. But how? Here’s a suggested step by step guide. a complete Douche The complete A-z g u i d e t o not being Guy found when I googled “douchebag”
  18. Recommendation STEP 1: Ask your readers how they would combat the problem. Have honest conversation where guys open up about what really goes on. Maybe even give away prizes to participate.
  19. STEP 2: Get the women you feature in your magazine to speak out against rape culture. And remind guys that women don’t respect men who don’t respect them.
  20. STEP 3: Get male role models to speak out against rape culture. (Preferably the kind of guys that every other guy wants to be.)
  21. STEP 4: Make heroes of ordinary FHM readers who are prepared to speak out. Give them cool prizes. Make being a decent guy a mark of social status.
  22. Bring your advertisers on board. Make more money being the good guys. What’s not to love?
  23. See? Easy. (Ok. Maybe not. But still.) Dr Sarah Britten Strategic Partner Twerker in training @Anatinus sarah@usesoap.co.za

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