Trojan wants consumers to use their condoms, but they also want them to use them consensually. So for the second year in a row, the company has partnered with the nonprofit organization Advocates for Youth to share its “Consent. Ask For It.” awareness campaign.

Last year, the campaign worked with YouTuber and sex educator Laci Green to promote a culture of consent, where men and women know they need a definite, verbal “yes” or “no” from their partners before and during any sexual activity. By integrating consent into daily conversation, reads the campaign website, Trojan hopes to turn “the traditionally negative expression of ‘He/she was asking for it’ on its head.” Trojan and Green organized a visit to the University of California, Berkeley, where Green shared her advice on how to have this conversation; why sexual consent is important; and how students themselves can get involved.

The latter may have been the inspiration for this year’s partner. The nonprofit is an advocacy group based in Washington, D.C., focused on adolescent reproductive and sexual health, including general education and STD prevention. One hundred student youth activists will visit several colleges across the United States to hand out posters about consent, educational postcards, laptop sticks, and even temporary tattoos as part of toolkits put together by the campaign, according to a press release. They will also host events where their peers can learn the importance of the conversation at hand.

“Obviously, consent is between two people and it’s known,” Michael, a 20-year-old, told Trojan in a campaign video. “It’s not just a maybe, it’s a ‘definitely yes’ or ‘definitely no' … we’re all human and deserve the same respect."

Other students who were interviewed said they liked the emphasis on how both men and women need consent, and not just men. Both parties involved need to feel safe and comfortable with what’s happening. That Trojan and its partners are focused on spreading this message makes students feel great and, in the words of 24-year-old grad student Richard, “a little happy one of the biggest brands for sex wants to raise awareness.”

The hashtag #AskForConsent is also brimming with feedback from students, where some show off some of the materials included in activists’ toolkits:

The target may be college campuses, where the incidence of sexual assault has become a growing, possibly epidemic concern, but anyone can visit the website, pledge their support, and click through to informative materials and videos, including this popular one from Blue Seat Studios.

"Young people want to have open and honest conversations about sex and sexuality," said Julia Reticker-Flynn, director of youth mobilization at Advocates for Youth." And consent is an essential part of that conversation. Our actions and collective voices are changing the conversation around sexual assault."