This back-to-school season, Eden Gen will provide the sex education classes. #Sextember, a month without porn to discover sex differently.
Between National Geographic and porn, the sex education of Generation Z has a huge gap… two extremes of discovery of sexuality which are both far from reality. Teenagers deserve that we speak to them about sex with frankness. Especially when we know that for almost half of them porn has played a determining role in their learning of sexuality. A provocative subject among young people: full of misunderstandings, complexes, imitations and uncertainties.
In order to protect young people in their first steps towards discovering sexuality, Eden Gen intends to demystify the prejudices that they can have about sex by deconstructing, in a fun and playful way, the preconceived notions conveyed by pornographic culture.
Through 4 mini-films, graphics and a poster campaign, Eden Gen relieves the worries of young people by reminding them that sex is not a question of size, duration or performance. To illustrate these messages, the campaign uses simple and fun euphemisms – a cat jumping in front of a cucumber or a contest for eating the biggest hot dog. The social media campaign will link directly to a dedicated website: www.sextember.fr where useful and educational advice, fun information and entertaining content will be made available.
And to go even further, the brand is launching the #SextemberChallenge on TikTok. With erotic music playing in the background, young people will have free rein to imagine everyday scenes playfully eroticized – two stuffed toys sharing bed, a suggestive shadow, a buddy eating a banana… while indicating the stage of the Sextember challenge that they are at. And to avoid any risk of temptation, a “porn blocker” Chrome extension will be available for download on the website.
So, are you ready to deconstruct your preconceptions?
This professional campaign titled '#Sextember' was published in France in August, 2021. It was created for the brand: Eden Gen, by ad agency: Buzzman. This Integrated medium campaign is related to the Health industry and contains 11 media assets. It was submitted over 1 year ago.
Advertising Agency: Buzzman, France
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 Managers: 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