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An advert released by the Dublin Rape Crisis Center (DRCC) in Ireland, urging grandparents to seek consent before hugging their grandchildren, sparked international controversy after it began airing last month and has since been removed.
In September, an ad from DRCC’s We-Consent campaign went viral because it showed grandparents greeting their grandchildren. One grandchild seems receptive to a hug, while the other does not. A narrator says, “Not everyone wants a hug, even from the people who love them. Awkward? Maybe. Important? Absolutely.”
The advert has since been removed and criticized by politicians from several Irish parties.
The BBC reported that Irish Justice Minister Jim O’Callaghan, of the Fianna Fáil party, whose department financed the campaign, announced that the video had been removed after discussions with the DRCC, and said it “does not represent the views of the government.”
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The advert showed grandparents greeting their grandchildren, one of whom seemed happy to receive affection. (Screenshot/Ad from Dublin Rape Crisis Center)
“It was both inappropriate and demeaning to the grandparents and was removed by the DRCC as a result of my contact with them,” O’Callaghan said. “While it is vital to ensure people understand the concept of consent when it comes to sexual relationships, this video did not advance that goal and was counterproductive in many ways.”
Irish Senator Gareth Scahill, of the Fine Gael party, called the video a waste of public funds.
“What is concerning here is that public money was used to fund an ad that, at best, was poorly thought out, and at worst, is offensive and potentially harmful to our elderly population,” Scahill said.
“The issue of consent is very serious, and I recognize the important work that the Rape Crisis Center and other agencies do every day to advocate for all victims of rape and sexual violence, including children.
“But this publicly funded social media video is a million miles from reality.”
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The other granddaughter appearing in the ad didn’t seem to want a hug from her grandparents. (Screenshot/Ad from Dublin Rape Crisis Center)
Scahill also asked: “What’s next?” Will we have to sign consent forms in the arrival halls of Dublin, Shannon, Knock and Cork airports this Christmas before we can welcome our family members?
The DRCC told Irish broadcaster RTE in a statement: “We-Consent is a long-term campaign as part of the Dublin Rape Crisis Centre’s prevention work to increase awareness and practice of consent in Ireland.
“We created three videos based on the idea that boundaries should be respected from a young age and those of others as well,” the organization added. “We will be removing the videos from our social media while we consider whether they are having the positive effect we want them to have.”
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The ad was widely criticized online and disavowed by Irish politicians from several parties. (Screenshot/Ad from Dublin Rape Crisis Center)
Inez Stepman, senior political and legal analyst at Independent Women, spoke with Fox News Digital about the controversy.
“Instead of honestly acknowledging what is behind the doubling of the rape rate compared to a decade ago, namely who the government chooses to let into the country, these institutions are lecturing grandparents about hugging their grandchildren, as if that has the slightest connection to the problem at hand,” she said.
In 2024, The Irish Independent reported that reports of sexual assault almost doubled in Ireland between 2012 and 2022.
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“This lack of politically correct courage and honesty is embarrassing and has rightly provoked a backlash,” Stepman added.
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