Edmonton police and the Sexual Assault Centre of Edmonton launched a campaign Friday warning young men that sex without consent is a crime.
The campaign, called 'Don't be that guy,' is aimed at potential offenders, young men willing to have sex with a partner too intoxicated to give consent.
The advertisements use graphic language and images. The posters will be mounted above urinals in bars, in magazines and newspapers.
Historically, sexual assault campaigns focused on how to protect yourself, said Edmonton police Supt. Danielle Campbell.
"A recent study out of the United Kingdom involving 18 to 25-year-old males revealed that 48 per cent of the males didn’t consider it rape if a woman is too drunk to know what was going on," she said.
"This study validates the statistics we have here in Edmonton."
"Those statistics should haunt you," she said. "Those statistics should disturb you."
The program will run until the end of January.