A social media campaign advising grandparents to seek consent before hugging their grandchildren has drawn significant criticism in Ireland, leading to the removal of the videos involved. The campaign, launched by the Dublin Rape Crisis Centre (DRCC) under the banner We-Consent, included a video depicting grandparents arriving at a child’s home. In the clip, a grandson greets his grandparents with an enthusiastic hug, while his sister, standing nearby, appears visibly uncomfortable as the grandparents approach her with puckered lips, implying an unwanted advance.
The video concluded with a message emphasizing that not everyone wants physical affection, even from close family members, and directed viewers to the We-Consent.ie website for more information. The campaign was funded by Ireland’s Department of Justice and aimed to raise awareness about the importance of consent in interpersonal interactions.
The video promptly generated a backlash, prompting Irish Justice Minister Jim O’Callaghan to call for its immediate removal. He described the content as “inappropriate and demeaning to grandparents” and stated that it did not reflect the government’s views. O’Callaghan highlighted the value of loving grandparents in children’s lives, asserting that this relationship should be celebrated rather than questioned. He further noted that while promoting an understanding of consent—particularly regarding sexual relationships—is essential, the video failed to advance this goal and may have been counterproductive.
Following the minister’s intervention, the DRCC took down the video along with two others from the same campaign. In response to the criticism, the DRCC defended the content by explaining that it was based on feedback gathered during more than 20 workshops, where participants shared experiences of discomfort related to unwanted physical contact. The organization argued that the scenarios depicted in the videos reflected a recurring theme mentioned in these sessions.
Additionally, a spokesperson for Cuan, Ireland’s agency addressing domestic, sexual, and gender-based violence, clarified that the videos were created by the DRCC at minimal expense with volunteer support and were not part of an official government advertising campaign.
The controversy highlights the sensitive balance between promoting awareness of consent and respecting deeply ingrained social customs, especially within family settings. As discussions continue, the DRCC maintains its commitment to addressing issues of personal boundaries, while government officials emphasize the need for messaging that carefully considers public perceptions and the value of family relationships.