Adaily Inspiration Week #12: Sex education
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 2,500 database of winning campaigns.
For this week we chose campaigns for “sex education”. Below you can find our 5 picks, but if you want to see more just click direct link to query » HERE «
1. “Generation Intervention” - Four Seasons
Four Seasons did the Generation Intervention campaign using parents as a twist to encourage dialogue and address the sex recession among young Australians.
CHEP Network Melbourne • 2020 • Contraception • Australia • Oceania
Challenge
The challenge of this campaign was to address the sex recession among young Australians and raise awareness about the issue. The goal was to engage the target market of 18-24 year olds who are notoriously unengaged and encourage them to have open and progressive conversations about sex with their parents. The campaign aimed to normalize the topic and facilitate dialogue between generations in order to reverse the decline in sexual activity and promote better physical, mental, and sexual health.
Target Group
The target group of this campaign was 18-24-year-olds in Australia, who were experiencing a decline in sexual activity. The campaign aimed to engage this demographic by encouraging their parents to have open and progressive conversations about the importance of a healthy sex life.
Idea
The main idea of the Generation Intervention campaign was to address the problem of young Australians having less sex and to raise awareness about the issue. The campaign aimed to encourage parents to have open and progressive conversations with their adult children about the importance of a healthy sex life for mental and physical well-being. Through a combination of educational packs, influencer interventions, and media coverage, the campaign aimed to normalize the conversation around sex and reverse the declining trend in sexual activity among young adults.
Results
The Generation Intervention campaign achieved significant results. It garnered 195 media coverage clips, generating 58.2 million impressions with 100% positive sentiment. The influencer videos received over 100,000 impressions within three days and Four Seasons sold out of 400 Generation Intervention packs. The campaign also led to a 14% increase in sales compared to the year average and a 7% increase in market share. Additionally, Four Seasons maintained this sales growth four months after the campaign launch. These results indicate the success of the campaign in raising awareness and driving sales for the brand.
Links
2. “The Art Of Sex Ed” - Durex
Durex did a campaign using paintings as markers to educate about sexuality in Poland's museums.
VMLY&R Poland • 2022 • Contraception • Poland • Europe
Challenge
The challenge of this campaign was to address the issue of limited sex education in schools due to conservative policies, and find a creative solution to educate youth about sexuality in a way that aligned with their existing curriculum. The aim was to use art as a medium to provide accessible and engaging sex education content, while also overcoming any potential backlash or controversy associated with the topic.
Target Group
The target group of this campaign was the youth in Poland.
Idea
The main idea of this campaign was for Durex to turn hundred paintings displayed in the permanent exhibitions across Poland into touchpoints for educating about sexuality. The paintings would serve as markers that trigger contextual sex education content, aligning with Durex's mission of providing sex education to youth.
Results
The results of the Durex campaign utilizing paintings as touchpoints for sex education content were successful. The campaign aimed to educate the youth about sexuality amidst attempts by Poland's Minister of Education to prevent voluntary sex education in schools. By turning 100 paintings displayed in permanent exhibitions across Poland into touchpoints for sex education, the campaign effectively reached a wide audience and provided valuable information. The contextual sex education content triggered by each painting helped to educate and raise awareness about important topics related to sexuality. Overall, the campaign contributed to filling the gap in sex education and promoting a more informed discussion on the subject.
Links
3. “The Hornicultural Society” - Relate
Relate and Ogilvy UK did a condom campaign using vegetable-themed designs displayed in garden centres to raise awareness about STIs among the over 65s.
Ogilvy London • 2022 • NGO - health • United Kingdom • Europe
Challenge
The challenge of this campaign was to tackle the stigma around discussing later life sex and raise awareness about the increasing rates of STI infection among adults aged 65 and older. The aim was to break down taboos and encourage open conversations about sexual health in this age group.
Target Group
The target group of this campaign was UK adults aged 65 and older.
Idea
The main idea of this campaign was to tackle the stigma surrounding later life sex and raise awareness about the increasing rates of STI infection among adults aged 65 and older. The campaign featured vegetable-themed condom packet designs displayed in garden centres during National Gardening Week. The aim was to break down taboos and get people talking about sexual health in later life. The sustainable condoms, which can be planted to biodegrade, were made available through the Relate website.
Links
4. “Kamasutra+” - Sidaction
Sidaction did a campaign using an inclusive twist on the Kamasutra to raise HIV/AIDS awareness.
The Good Company Paris • 2022 • NGO - health • France • Europe
Challenge
The challenge of this campaign was to create a new version of the Kamasutra that goes beyond traditional, heteronormative representations of sexuality. The aim was to include a diverse range of sexual orientations and identities, highlighting the need for inclusivity and representation in sexual education and awareness. Additionally, the campaign sought to raise awareness about HIV/AIDS prevention and encourage individuals to adopt safe practices.
Target Group
The target group of this campaign was individuals of all sexual orientations and identities. Sidaction and The Good Company aimed to create an inclusive and diverse representation of sexuality in the Kamasutra, addressing and appealing to a wide range of readers. The campaign aimed to raise awareness about HIV/AIDS prevention and promote safe sexual practices for all individuals, irrespective of their sexual orientation or identity.
Idea
The main idea of the campaign was to create an inclusive and diverse representation of sexuality by revisiting the Kamasutra, a widely known book on the subject. The goal was to go beyond the heteronormative perspective typically associated with the Kamasutra and include all sexual orientations and identities. By collaborating with artists who are members or allies of the LGBT+ cause, the campaign aimed to raise awareness about HIV/AIDS and promote safe practices while celebrating the diversity of sexual experiences.
Results
The results of the campaign were positive and impactful. The publication of the inclusive Kamasutra, Kamasutra+, generated significant attention and sparked conversations about the need for representation and inclusivity in sexual education and awareness campaigns. The unique artistic approach, with illustrations by LGBT+ artists and allies, brought a fresh perspective to the ancient text and resonated with a diverse audience. The limited edition of the book was well-received, and the sales contributed to raising funds and awareness for HIV/AIDS prevention and research supported by Sidaction. Overall, the campaign successfully challenged heteronormativity and promoted a more inclusive understanding of sexuality while raising awareness about HIV prevention.
Links
5. “Consent Pack • Tulipán
Tulipán did The Consent Pack campaign using an innovative pack design requiring four hands to open, raising awareness about the importance of consent in sexual relationships.
BBDO Buenos Aires • 2019 • Contraception • Argentina • LATAM
Challenge
The challenge of this campaign was to bring awareness to the importance of consent in sexual relationships amidst a culture that often overlooks or dismisses this crucial aspect. The goal was to foster a conversation about consent and promote a safer and more respectful approach to sex.
Target Group
The target group of the Tulipán "Consent Pack" campaign was sexually active individuals who engage in consensual sexual relationships. The campaign aimed to raise awareness about the importance of consent and respect in sexual encounters, highlighting the message that pleasure is only possible when both partners give their consent.
Idea
The main idea of the Tulipán Consent Pack campaign was to raise awareness about the importance of consent in sexual relationships. Tulipán, the leading condom brand in Argentina, wanted to promote the idea that pleasure can only be achieved if both parties give their consent. The campaign featured a specially designed condom pack with an 8-button system, requiring 4 hands to open, symbolizing the need for mutual agreement and respect in sexual encounters. The campaign aimed to spark conversations about consent and encourage a more respectful approach to sex.
Results
The campaign for The Consent Pack by Tulipán resulted in impressive outcomes. It generated over 1.3 billion impressions within two weeks, reaching a wide audience around the world. The news about the pack spread to more than 130 countries, highlighting the global impact of the campaign. Additionally, the campaign garnered $19 million worth of earned media, indicating the extensive coverage it received from various media outlets. Overall, the campaign successfully raised awareness about the importance of consent in sexual relationships and sparked meaningful conversations about respecting boundaries.
Links
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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