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2020 One Show - Social Media

Generation Intervention

Agency CHE Proximity / Australia + Four Seasons Condoms / Australia

Client Four Seasons Condoms
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Annual ID

OS_SM20_098M

About the Work

Australia is in a sex recession. Young Australians are having 50% less sex than their parents’ generation. Societal pressures, tech use and mental health issues are up and libidos are down. Not great news for the Four Seasons condom brand. So, how do we get 18-24-year-olds back in the sack? We don’t. We have their parents do it. We encouraged parents to have a more progressive chat with their children - ‘The Talk 2.0’. A check-in to discuss the importance of healthy sex for a healthy mind. We armed parents with educational packs that included a range of Four Seasons products, to gift their adult children. Collaborating with a sexologist, it also contained an instructional guide and conversation starter cards to spark a genuine dialogue between generations. To kickstart interventions everywhere, we engaged the parents of influencers, and they infiltrated their children’s social channels, surprising them with ‘The Talk 2.0’ while they streamed. Street posters, social posts and an advice hotline operated by real parents directed parents to get their free Generation Intervention Pack online. By facilitating intergenerational dialogue we turned awkward conversations into a national conversation for the benefit of young people’s physical, mental and sexual health.