Social Development Minister Paula Bennett says one in three women and one in 10 men will be victims of a sexual assault at some point in their lives.
“I know that to tackle the appalling rate of sexual violence in this country we have to change some aspects of our culture,” she said when she launched the campaign on Friday.
“The public debate last year about the alleged activities of the `Roast Busters’ group has highlighted confusion around what’s appropriate and what crosses the line into sexual violence, and how to respond.”
The Roast Busters were a group of young men who boasted online about having sex with drunk young women.
The campaign is aimed at informing young people about sexual violence and to see the signs.
“That means, for example, recognising when someone’s too wasted to give consent to sex, and speaking up on their behalf,” she said.
“It means checking in with your mates to see if they’re OK with the attention they’re getting.”
The campaign will use social media to give advice and information.