A campaign worth cringing over!

NHS advice says it’s never too early to start talking about sex but many parents and guardians, as well as young people across the UK, can find it both difficult and embarrassing to talk about sex especially if you are unsure about how to approach the subject.  Parents influence their kids’ attitudes about sex and relationships more than they realise. It’s a myth that all teens want to avoid talking to their parents about sex and dating. In fact, many young people want more guidance.

Interesting Challenge…

​Overcoming social barriers and breaking down age long taboos was exactly what we had to do. F​ollowing a successful pitch, we were awarded the opportunity to design a campaign that would encourage parents or carers to talk openly with their children without becoming embarrassed about the subject of ‘you know what’. In doing so, we needed to achieve an increase in the Parent Line Plus advice line being utilised as part of the NHS’ KPIs.

NHS Let's Talk About Sex leaflets

Information leaflet

Carriage card

Campaign identity

Clear Thinking…

​Our campaign didn’t beat around the bush! Our concept was based around a series of genuine toe-curling questions that children have asked. Working them large scale across many OOH areas to grab attention and be as disruptive as possible to drum up the importance of having ‘the chat’.

Real Results…

This blunt instrument approach became a catalyst to open dialogue and encourage frank discussions about sex between parents and their children. The campaign generated over £200,000 of free PR coverage and was endorsed by the authorities voice on the subject; Parent Line Plus. It resulted in over 50,000 children contacting the free phone number.

“At first we were a bit concerned that Guerilla might have gone a bit far with this subject area, but now we understand the benefit of targeting such direct messages for a taboo subject. We have never seen anything like the response that we achieved from this campaign.”

Campaign posters

NHS waiting room

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