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The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2016 One Show - Social Media

MTV Sext Life

Agency Y&R / New York

Client MTV Staying Alive Foundation
BACK TO RESULTS

Annual ID

SM16043M

About the Work

While dating apps have made it easier for teens to hook up, they haven’t made it less awkward to talk about condoms—and if no one brings up condoms, no one brings condoms. On World AIDS Day, we launched a sex-positive PSA on Instagram and Facebook, complete with downloadable condom emoji keyboard for MTV’s Staying Alive Foundation. It got more 5x more comments than Kanye for President as kids tagged each other, making this one of the first times teens shared a sex ed message. So whether you're sexting the donut and banana, or peach and eggplant, everyone can now add a condom and make their foreplay a threesome.