In brief
The Irish Justice Minister publicly condemned an advertisement from the Dublin Rape Crisis Centre (DRCC) that aimed to promote consent. The clip, featuring grandparents hugging a boy and a message that not everyone wants a hug, was criticised as inappropriate and demeaning to older adults. The Minister called for the ad to be removed, and the DRCC confirmed it had taken down the videos while it reviews their impact. Political figures from Fianna Fáil and Fine Gael also weighed in, with some calling the campaign a misuse of public funds. The incident highlights the sensitivity of consent messaging and the importance of respectful portrayal across all age groups.
The Irish minister for justice publicly condemned a short video produced by the Dublin Rape Crisis Centre (DRCC) that was intended to raise awareness about consent.
The clip shows two grandparents enthusiastically hugging a young boy, followed by a message stating, “Not everyone wants a hug. Even from the people who love them.” When the boy’s grandmother appears displeased, the video argues that boundaries should be respected.
The ad was quickly criticised as both inappropriate and demeaning to older adults, attracting commentary from national media and even international outlets such as the New York Post.
Jim O’Callaghan, a Fianna Fáil politician who oversees the department that funds the campaign, said the video has been removed after engagement with the DRCC and that it does not represent the government’s views.
In a statement to RTÉ, the DRCC said the “We‑Consent” programme is a long‑term campaign to increase awareness of consent in Ireland and that the videos were produced at low cost by volunteers. The centre said it would remove them from social media to review their effectiveness.
Fine Gael Senator Gareth Scahill called the video a waste of resources and “potentially damaging to our older population.” He warned that the campaign was “a million miles off the mark” at best, and joked about the absurdity of signing consent forms for greetings at airports.
A spokesperson for the Department of Justice noted that the videos were not part of a government advertising program and that the DRCC is reviewing them. The campaign also receives support from the Department of Children, Equality, Disability, Integration and Youth, as well as the Domestic, Sexual and Gender‑Based Violence Agency (CUAN).
The incident underscores the need for sensitivity when discussing consent and the importance of respectful messaging, especially when depicting family dynamics across all generations.
