BBC’s I May Destroy You Zine Drives Awareness Around Sexual Consent

Interactive digital campaign includes articles by sex educators and clips and stills from Michaela Coel’s series

Photo of Michaela Coel
The zine features shots of memorable moments from the series' first season. BBC Creative
Headshot of Ian Zelaya

I May Destroy You has proved to be one of 2020’s most remarkable new TV series, offering a raw, provocative and often darkly funny exploration of sexual consent and trauma through the millennial lens. The BBC One and HBO original—written by, directed by and starring Michaela Coel—is now being recognized in a digital zine to drive greater awareness around sexual consent.

BBC Creative has partnered with media company Gal-dem, which platforms women and nonbinary people of color, and style magazine The Face to launch a digital magazine called The Ins and Outs of Consent. Coinciding with Sexual Health Awareness Week, the multimedia project offers stories by lauded sex educators and advocates, as well as an A-Z glossary of consent.

The stories spotlight how sexual consent appears in modern society, how to ask for and give consent and how to differentiate sexual liberation and exploitation. The zine is separated by six relevant categories: polyamory, intoxication, kink, gender identity, queerness and resources. The content is interspersed with still images, GIFs and video clips from I May Destroy You.

The zine offers an A-Z glossary of consent.BBC Creative

“One of the ways BBC One helps bring U.K. audiences together is through important discussions such as these, and we have felt a responsibility to help people reflect on, unpack and discuss the challenging issues that the series explores,” Chris Hooper, head of marketing at BBC One, said.“We hope this digital experience becomes an invaluable companion to the show.”

The zine also hosts an interactive digital exhibition designed by BBC Creative, which invites readers to virtually tour scenes and themes from the series.

A digital exhibition explores themes related to the series.BBC Creative

“We really hope the interactive gallery inspires people to start and continue these conversations about sex and consent,” Lisa Turner-Ray, creative at BBC Creative, said. “It’s been a beautiful, yet difficult experience creating this gallery—seeing women and men around the world speak out on very similar issues. If this gallery educates and informs even just one person—then we’ve achieved our goal.”

The end of the zine links to a number of resources including charities, therapists, and services that help victims of sexual assault and other forms of violence and abuse. When I May Destroy You premiered in the U.S. in June, HBO launched a month of social media talks and a hub that offered consumers similar mental health resources.

I May Destroy You’s first season is available to stream on BBC iPlayer and HBO Max.

Executive creative director: Helen Rhodes
Creative director: Susan Ayton
Creatives: Lisa Turner-Wray and Yemi Oyefuwa
Planner: Rosanagh Ker
Producer: Elly Hopwood
Marketing manager: Harriet Gunning
Marketing exec: Sian Gray
Media planner: Emily Wilson
Digital studio: Joi Palloi
Senior designer: Johnny Flynn
Designers: George Fletcher and Ella Harrington
Design traffic manager: Rachael Hinge Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.