Research shows that pornography has become the predominant source of sex education for young people, but this can perpetuate unrealistic and sometimes unhealthy ideas about sexuality.
Eden Gen, a new condom brand from French pharmaceutical company Majorelle, wants to provide an alternative sex education for Generation Z by encouraging young people to give up porn for one month. Coined the “#Sextember” movement, the month-long challenge launches on TikTok and invites participants to discover sex differently.
French agency Buzzman created the campaign, which includes four short films, graphic illustrations and posters. The ads use simple and light-hearted euphemisms, such as a cat jumping in front of a cucumber or a hot dog eating contest, to overturn outdated or unhealthy notions of sex that spread through porn culture.
Lines include: “Sex isn’t always a big scream,” “Sex isn’t a competition” and “Sex doesn’t necessarily mean penetration.”
The “#Sextember” challenge will run on TikTok, Instagram and YouTube and link to a website, www.sextember.fr, that will host educational advice, information and entertaining content about sex. It will also include a downloadable “porn blocker” Chrome extension to help participants in the challenge avoid temptation.
Eden Gen strikes a playful and open tone in the campaign. The brand said it will follow “#Sextember” with more activity throughout the year, with the aim of positioning itself as a reliable, honest and accurate source of information about sex.
CREDITS:
Client: Majorelle
Managing Director: Gérard Burger
Marketing Director: Stéphane Iperti
Junior Product Manager: Amélie Vaisson-Béthune
Digital Marketing Manager: Fanny Millo
Agency: Buzzman
President and Executive Creative Director: Georges Mohammed-Chérif
Vice-President: Thomas Granger
Managing Director: Julien Levilain
Creative Directors: Philippe Boucheron & Patrice Lucet
Art Director: Margaux Hontang
Copywriter: Melvin Berréhouc
Account Director: Clément Chagnaud
Account Executive: Pauline Lovo
Head of Social Media: Julien Scaglione
Social Media Art Director: Claire Da Cunha Vaz
Social Media Manager: Clément Aubin & Rémi Esturoune
Community Manager: Camille Guivarch
Head of PR & Communication: Amélie Juillet
PR & Communication Manager: Paul Renaudineau
Head of Production: Vanessa Barbel
Production: May Pham
Lead Motion Designer: Théo Berdrin
Motion Designer: Tess Rozo
Sound Production: The
