Axe has a history of objectifying women and incorrectly portraying real love. This mindset creates a culture of forced relationships and expressions of affection. Consent is the answer that can help shift this attitude from one-sided pleasure to healthy relationships. However, asking for consent if often seen as lame, unattractive, and uncomfortable. We created this digital campaign called #justask to address this issue. There are lots of uncomfortable things, but consent shouldn't be one of them.