The White House-sponsored “It’s On Us” sexual consent campaign just released its new PSA. It’s filled with celebrities and a pretty decent tagline.

The tagline, “Consent: If you don’t get it, you don’t get it,” is uttered at the end of the PSA. While it’s that line that’s most poignant, the lead up to the grand finale is compelling, too.

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In which we are asked to consider the assinine.

I was so baffled when I came across this video that I had to watch it twice. It’s a spoof video about a health & safety officer (played by Chris O’Dowd) for the Topless Female World Trampolining championships, which, produced by the Male Cancer Awareness Campaign and CoppaFeel!, is intended to raise awareness about male breast cancer. Beyond the failed attempt at what appears to be a combo of an Eastern European and Scandinavian accent (because those people are good at gymnastics and being topless, right?) it’s pretty much just one long video objectifying women.

What do topless trampoline jumping women have to do with raising awareness about breast cancer? I am not entirely sure, except for the fact that if you’re wanting to talk about breasts there are A. Lot. Of. Them. And derrieres too, just for fun. Keep in mind though, there’s not a male breast in sight, which was supposed to be the thing we were being made aware of in the first place.

There is certainly nothing wrong with raising awareness through edgy campaigns, but when they come at the cost of objectifying women and sexualizing a serious issue you have to sigh and give a hearty, WTF?

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