February 08, 2011
10 Years of Sexy, Sex-Positive Messaging
By
David Ng
Wow! It's been almost 10 years since we begun this project, and it's so exciting to see this finally come to life and be aired on television.
The past 10 years has been a really great journey for not only myself, but for Hello Cool World. We've seen other youth sexual health projects take off, like the Star in Your Own Stories projects, which have taken place in several First Nations communities across British Columbia.
The sexy, sex-positive approach works! The Opt campaigns, "Don't Be a Blank" and "We've Got a Room For You," have been very well received and look great on the buses. We have seen this over and over again. Acting out of fear of disease is a completely different approach than informing people of reasons to make positive decisions in their lives. And in our experiences, the positive decision making process impacts people far more effectively!
With the That's So Sexy PSAs, we wanted to take positive messaging to the next level entirely. Why not eroticize condom use in an ad to promote it? Since sex is used to sell absolutely everything else—from shampoo to cereal to jeans—why not use it to sell something to make it safer? That's So Sexy really is the embodiment of the ideal approach we like to take at Hello Cool World: making things fun, positive, and sexy (when appropriate, of course!).
So here's to 10 years of putting sex in advertising where it belongs... and cheers to 10 more!
Tag(s):
Health/Health Advocacy,
Hello Cool World,
Pleasure Management,
Social Marketing,
Sexual Health
Recent Blogs by David Ng:
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