Ad Nut
Jan 29, 2020

Condom brand gets parents to pressure their kids to have more sex

Working with CHE Proximity, Four Seasons Condoms created conversation-starter kits and staged a series of cringe-filled interventions with influencers.

Condom brand gets parents to pressure their kids to have more sex

Citing research that shows younger Australians are having 50% less sex than their forebears, Four Seasons Condoms and CHE Proximity have launched the ‘Generation Intervention’ campaign, which encourages parents to check in with their grown-up kids to make sure they're getting enough.

To help deliver "The Talk 2.0", the campaign includes a limited-edition educational kit, created with the help of a sexologist, to help parents act as "surrogate-sex therapists and to facilitate an intervention with their adult children". It includes 52 ice-breaker cards to kickstart the conversation, as well as three sizes of condoms from the Four Seasons Naked range, lubricant, female pleasure gel and a vibrating toy.

In addition to social and OOH, the campaign also included live interventions with YouTube star and Twitch partner Oren Hipwell, comedian and podcaster Tom Armstrong, and The Daily Talk Show. The influencer and PR campaign is executed by CHEP’s PR agency, Attention + Influence, and there's also a hotline staffed by parents who've been trained in how to have the talk.

Ad Nut—who dislikes campaigns based on phony science—dispatched some minions to verify the statistics CHE Proximity cited. The conclusion: Saying "Australia is in the throes of a sex recession" may be a bit dramatic, but the agency was able to provide proof of the claim that millennials are having 50% less sex than people in their parents' generation.

Specifically, ABC's Australia Talks National Survey 2019, which surveyed more than 55,000 Australians, found that only 15% of people aged between 18 and 24 have sex at least once a month, compared with 30% of people aged between 40 and 49. In addition, 40% of people between 18 and 24 have never had sex.

Ad Nut notes that these stats are all about current reality; they says nothing about how much sex the elders were having at the time they themselves were 18 to 24. And since it's natural that people who are older tend to be in longer-term relationships where frequent sex is more likely, the "recession" claim still seems a bit shaky. It's possible the same gap would have been found by similar research 20 or 40 years ago. That said, the agency reports that its sexpert backs up the claim that young people are having less in-person contact than their parents were at the same age, and in turn, less sex.

Ad Nut will stop quibbling now. It's a super-fun campaign aimed at promoting the healthy enjoyment of a super-fun activity. And Ad Nut can't argue with that. In fact, Ad Nut's about to go see what the significant other of Ad Nut is up to at the moment.

CREDITS

CLIENTS
Graham Porter – Managing Director
Michael Porter - Sales & Marketing Director
Alexander Porter - Brand Manager
ACCOUNT SERVICE
Claire Hawksford - Senior Account Manager
Jack Hale - Senior Account Manager
CREATIVE
Ant White – Chief Creative Officer
Wesley Hawes – Executive Creative Officer
Mark Carbone – Senior Copywriter
Zac Pritchard – Senior Copywriter
Nico Smith – Senior Art Director
PRODUCTION
Holly Alexander – Director, Strategic Production
Karine Pawel – Producer
Miranda Pezzimenti – Junior Producer
King Yong – Senior Editor
Natalie Hort – Production Manager
Nina Weiss – Junior Producer
DESIGN
Darren Cole – Head of Design
Trent Michael – Senior Designer
Vanessa Saporito – Senior Designer
Chloe Schumacher – Designer
PLANNING
Phil Johnston – Brand Director, Sydney
Kinga Papp – Head of Brand
ATTENTION+INFLUENCE
Georgia Wright – Director, PR
Romina Favero – Senior Account Manager
Megan Cruickshank – Account Coordinator
Anna Horan – Head of social and editorial
Sophie Doyles – Social Lead
Henry Clarke - Social Creative 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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