The province's new sexual violence awareness campaign is drawing on popular adult-themed animated shows like The Simpsons and Netflix's BoJack Horseman to talk to teens about the difficult topic.

The campaign kicked off Tuesday with a 60-second video and related website of animated birds and bees at a house party in what the province is calling "a modern twist on the popular metaphor."

In the first part of the video, an anthropomorphized owl is seen taking a drunk bee upstairs. Luckily the owl's puffin friend interjects.

"Dude, she's been on the nectar all night," the puffin says, adding the female bee is in no shape to consent to sex.

"Doesn't count when you're wrecked. Hammered equals date rape."

The campaign contains some minor swearing and Community Services Minister Joanne Bernard hopes the unusually-edgy-for-government take will get through to teens.

"This is something that we're very proud of," said Bernard.

"Talking about sexual violence is difficult, it's uncomfortable. This group, this demographic in Nova Scotia, has told us quite clearly: 'We're ready to talk about it. We want to change the culture, we want to change the conversation and we want to break the silence."

'Satirical strong language'

The campaign launched to Grade 10 to 12 students at Millwood High in Middle Sackville on Tuesday.

"There's satirical strong language. When you're talking to people in Grade 7 to Grade 12, you have to resonate with them," said Bernard.

"We're quite comfortable with the language and the message that it's giving."

The videos are available on YouTube, Instagram and Facebook. They'll also be shown in cinemas across the province.

The province says this campaign is part of 2015's $6-million sexual violence strategy, the purpose of which is to better support the victims of sexual violence and to educate youth.

Since the sexual violence strategy began, the province has spent $1.25 million on community grants, provided 211 and 811 phone operators with special training, and struck an interdepartmental committee aimed at streamlining government policies related to sexual violence.

The second round of the innovation grants will be launched in the next few months. There will be another video, similar to this one, coming near Christmas.

"Stay tuned," said Bernard.

The campaign launched to Grade 10 to 12 students at Millwood High in Middle Sackville on Tuesday. (birdsandthebees.ca)

Rehtaeh Parsons case brings topic to forefront

The strategy came after the highly publicized case of Rehtaeh Parsons.

Parsons's family say she was sexually assaulted in November 2011 and bullied for months after a digital photo of the alleged assault was passed around her school.

Police said they looked into the allegations of sexual assault, but concluded there weren't enough grounds to lay charges after consulting with the prosecution service.

Parsons died after attempting suicide in 2013 and child pornography charges were laid after her death.

A 20-year-old man pleaded guilty in 2014 to distributing a sexually graphic image of Parsons, who was 15 years old at the time of the offence.

Another 20-year-old man pleaded guilty to making child pornography by taking a photo of the first accused having sex with Parsons.