Four Seasons Condoms encourages parents to have ‘The Talk 2.0’ with their adult children in a bid to end the sex recession
Four Seasons Condoms is tackling data which shows that young adults are having 50% less sex than their parents’ generation, by launching the ‘Generation Intervention’, via CHE Proximity.
Based on the traditional ‘Birds and Bees’ chat parent’s have with their teenage children, Four Seasons is introducing The Talk 2.0 for parents to check-in with their adult children and discuss the personal issues that may be impacting their libido.
At the centre of the campaign is the Generation Intervention Pack, designed in collaboration with sexologist Jacqueline Hellyer, to help parents to facilitate The Talk 2.0.
The limited edition packs contain three sizes of Four Seasons Naked condoms, lubricant, female pleasure gel and a vibrator, alongside 52 Ice Breaker cards for parents to help kickstart the conversation and a pamphlet detailing the challenges that young adults face with their libido.
400 packs will be given away for free to parents wanting to stage an intervention.
The Generation Intervention Packs will help parents facilitate The Talk 2.0
Michael Porter, sales and marketing director at Four Seasons Condoms, made the link between increased social media usage, mental health and reduced libido.
“Young people are facing more barriers to sex than ever before,” Porter said.
“Increased social media is depriving them of real human connection and usage can contribute to feelings of loneliness, anxiety and depression.
“With almost a quarter of young people in Australia facing mental health challenges we wanted to make sure that we created a moment this year where parents could sense check how their children are doing. Low libido can be an indicator of a wider problem and there’s no one better equipped to have this conversation than parents. Although they may not know it, they are the experts.”
The parents of influencers were engaged to stage interventions with their children. Influencers involved are YouTuber and Twitch streamer Oren Hipwell, podcaster Tom Armstrong, and Tommy Jackett and Josh Janssen from The Daily Talk Show. The three films with each of the influencers will appear on their respective platforms, and on the Four Seasons Condoms social media pages.
The influencer and PR campaign will be executed by CHE Proximity’s public relations agency, Attention + Influence.
A hotline, 0400-CONDOM, has also been set up, for parents to call up and speak to other parents, trained by Hellyer, for advice on having The Talk 2.0 with their adult children.
CHE Proximity Sydney executive creative director, Wesley Hawes, said: “Australia’s lowered libido can be linked to a range of factors including social media, dating apps, Netflix, pornography, alongside societal pressures and mental health challenges. While younger generations might be sending more nude pics, the reality is, young adults are having far less sex than any other age group.
“With this campaign we wanted to tap into an unexpected, yet knowledgeable resource – parents. As a result, we’ve engaged mums and dads to help us promote the campaign. From parents of influencers to everyday parents who will operate our hotline.”
A group of parents were also given the kits to stage interventions at a New Years music festival.
The social media campaign will also be supported with OOH, including posters that bear the slogans ‘They think the g-spot is a hip new brunch spot’, and ‘Puppy love needs more doggy’.
The OOH executions for the Generation Intervention campaign
Credits
Client
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 and 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
Chep utilising data, otherwise known as a quick Google search that throws up dozens of results going back over 2 years.
The creative itself is fun, but don’t pretend to have some unique powers of insight.
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It’s going to take a lot more than some nebulous “data”, some really lame slogans trying so hard to look like they weren’t thought up by a committee, and a gift box that looks like it’s from a candle shop to get me to sell frangers to my kids on your behalf.
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Juust enough packs to make this seem credible for an award jury…
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Really only 400 packs??
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