ع
The Dublin Rape Crisis Centre removed a video from its social media channels on October 22 after Justice Minister Jim O’Callaghan criticised the content as both inappropriate and demeaning to grandparents. O’Callaghan, whose department funds the centre, said the advertisement did not represent the views of the government and that officials had engaged with the organisation to secure its withdrawal. The minister added that having loving grandparents in a child’s life is an incredibly positive thing to be cherished and not something to be campaigned against, according to reports in the Irish Times and Irish Independent. He further noted that while understanding consent in sexual relationships is vital, the video did not advance that aim and in many ways was counterproductive.
The video formed part of the We-Consent campaign, a long-term prevention initiative by the Dublin Rape Crisis Centre aimed at increasing awareness and practice of consent across Ireland. It depicted grandparents arriving at a family home, hugging a young boy enthusiastically before approaching a girl who appeared uncomfortable with the embrace. A voiceover then stated, “Not everyone wants a hug. Even from the people who love them. Awkward? Maybe. Important? Absolutely,” as detailed across coverage by the BBC, Irish Mirror and The Journal.
The Dublin Rape Crisis Centre stated that the videos were created with volunteers and staff based on scenarios that came up frequently in workshops. The centre explained that the material was produced on a low budget and launched exclusively on social media in mid-September. In a statement to RTÉ, the organisation said it had removed the content due to the negative attention attracted in the last 24 hours because it did not want that negativity to impinge on and distract from its vital work supporting victims and survivors.
Aontú leader Peadar Tóibín described the advertisement as bonkers and said it was planting the seed that a grandparent’s hug may be insidious and a suspicious activity. He told RTÉ Radio One’s David McCullagh programme that the issue of consent in sexual relationships was very important but equating that to a grandparent hugging a grandchild was absolutely inaccurate and completely wrong. Fine Gael Senator Gareth Scahill separately criticised the use of public money for what he called an ill-thought out advertisement that was at worst offensive and potentially damaging to the older population.
The Department of Justice confirmed that the three related videos had been removed from the Dublin Rape Crisis Centre’s social media channels to enable a review of the material. The campaign received funding from the department as part of broader efforts around domestic, sexual and gender-based violence prevention in collaboration with CUAN and Community Foundation Ireland. Former justice minister Alan Shatter labelled the video Halloweenesque, disgusting and ageist in comments reported by the Telegraph.
The advertisement gained significant traction online, amassing more than three million views and prompting thousands of comments before its removal, according to coverage in The Sun. It also drew international attention, featuring in outlets such as the New York Post and Hungarian Conservative. The Journal reported that the backlash included accusations that taxpayer resources had been misdirected away from core objectives of the rape crisis centre’s mandate.
