The One Show
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Category
Film
Annual ID
OS23_HW025B
About the Work
Written based on the studies by public health sociologist Dr. Jessie Ford, pHD of Columbia University, THIRST is a short film about women’s pursuit of sexual equality. For too long, women have been denied the right to access and enjoy their own sexual freedom, leading to negative health outcomes.
THIRST outsmarts social media censorship using metaphors that cannot be flagged or hidden by A.I. Our copy strategy was to study each and every sexist censorship rule on every social media platform to write a film about female pleasure uniquely scripted to survive them. We used the rules to fight the rules. Our script uses visual and sound metaphors for the physical sensation of female pleasure. It is designed to hack social media censorship algorithms, as we follow a woman on a journey of self-exploration, as she seeks what previously felt out of reach. THIRST is written to make viewers feel the craving and desire women experience in pursuit of sexual equity and sexual pleasure. The script follows the rhythm of the sensation of pleasure and the building of a climax. But it’s all done in a way that avoids censorship.
The film ignites conversation around sexual health inequality and the overlooked role pleasure plays in both individual and public health that impacts especially black, Hispanic and latinx women. It also drives to our petition fighting social media’s discriminatory algorithms that prevent the platform from being the powerful educational tool in closing the pleasure gap it has the potential to be.
With hundreds of thousands of views, the film hasn’t been blocked or flagged by A.I. to date and continues fighting against sexist censorship. We’re already seeing the positive momentum this impactful film has ignited. After releasing the film, Meta issued advertising policy changes to finally allow sexual health, wellness, and reproductive ads on its platform – representing a step forward in changing its sexist censorship rules.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Klick Health / Toronto
Production Company
The Youth / Brazil
Music / Sound Production Company
Jamute / Brazil
Freelancer
YUCA / Brazil
Chief Creative Officer
Rich Levy
Executive Creative Director
Bernardo Romero
Group Creative Director
Amy Fortunato
Andrea Bistany
Executive Creative Producer
Laura Denham
Music & Sound
James Pedrozo Pinto
Marcos Vaz
Supervising Creative Producer
Jen Martin
Supervising Producer
Jim Chestnutt
VP, Business Affairs - Creative Production
Tamika Knight
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