"If you have to use force, it's rape."

Warning: This post is about sexual assault and may cause distress for some readers.

This is a new anti-rape campaign from South African organisation POWA (People Opposing Women’s Abuse).

Its premise is pretty simple. The ad takes up a double-page spread in a magazine. The two pages it occupies are partially glued together, meaning that the reader needs to force it open. And when they do, this message is waiting for them:

It reads: “If you have to use force, it’s rape.”

Clever. And very true.

If this post brings up any issues for you, or if you just feel like you need to speak to someone, please call the NSW Rape Crisis Centre on 1800 RESPECT (1800 424 017). It doesn’t matter if you do not live in NSW, or even in Australia, they will take your call and, if need be, refer you to a service closer to home.