What I like about Scottish anti-rape campaign is that it approaches it in the way a drunk driving campaign would. So whereas with traditional campaigns the mephasis is always on rape prevention by the victim, this campaign is talking directly to potential perpetrators, using the same sort of techniques that helped make drink driving from something you bragged about to something you do furtively, if at all.
Not that rape is anywhere near as accepted as drunk driving once was of course, but rather that the way most of us, especially blokes, think about rape is about the stereotypical man in a dark alley physically overpowering a random woman. What this campaign instead is saying that actually, there are quite a few situations in which no physical force is used that are still rape or sexual assault, that consent is always required with sex and that decent, normal men know when it can and cannot be given.
What it does in short is to denormalise all these situations in which you can fool yourself that you’re not actually doing wrong in forcing somebody to have sex with you, by explicitely stating that no, having sex with a woman too drunk to stand up of her own accord is wrong. And it does it largely without putting the hackles up of its target audience, young men, who can get very defensive when talking about rape, for obvious reasons.