A local youth group was hosting a new series on love, sex, and dating, and wanted to get the word out to high school students in the area.
KEY Insight: teenagers feel like “their sex” is different than “adult sex” or "married sex," which is awkward, old, and has a high "Ew!" factor. And so teens have a hard time seeing parents, teachers, pastors, and other grown-ups as relevant authorities on the subject.
To bridge the gap between these groups, we created campaign spokespersons Sex Ed and Sex Edna—personifications of the typical high school health class, which students also view as gross. outdated, etc. Taking a humorous approach helped students (and parents) let their guards down, turning a traditionally awkward topic into a fun, open forum. The campaign featured weekly promo videos, social media, signage, posters, invitations, fliers, apparel, email newsletters, and direct mail.
