Superdrug partners with Georgia Harrison to launch new 'You Before Yes' campaign

Superdrug has launched a new campaign to help tackle the issue of sexual consent, featuring reality star Georgia Harrison as an ambassador.

The 'You Before Yes' campaign aims to "educate and empower you to find your voice and equip you with the knowledge to help keep both yourself and others safe".

For this, the health and beauty retailer has partnered with Harrison, as well as UK sexual health charities Brook and Fumble. The campaign is also supported by Switchboard National LGBTQ+ Helpline and UK Says No More.

At the centre of the initiative is a video starring Harrison, where she goes through a number of anonymous unwanted direct messages and emphasises the campaign message to help inspire people to call out non-consensual behaviour.

Additional information about the 'You Before Yes' campaign can also be found on Superdrug's website, alongside educational resources around consent.

In a post on Instagram, Harrison said: "If you didn’t know already, consent is something I am incredibly passionate about. That’s why I’m proud to partner with Superdrug and announce I am their new brand ambassador for their consent campaign."

The campaign comes after Harrison's ex-boyfriend, fellow reality TV contestant Stephen Bear, was jailed for 21 months over his act of 'revenge porn'.

"We believe Georgia is the perfect person to embody this ambassador role for our campaign as she has been nothing but brave, inspiring and a true testament of resilience and empowerment," said Amy O'Connor, Public Relations Manager at Superdrug.