A local youth group was hosting a new series and wanted to get the word out to students.
Insight: teenagers feel like “their sex” is different than “adult sex.”
So they have a hard time seeing teachers, pastors, and other grown-ups as trustworthy authorities on the subject. The church also did a series of seminars for parents on how to effectively talk to their kids about sex in a way that isn’t awkward, gross or preachy. To bridge the gap between the groups, I created a campaign spokesperson named Ed (i.e.,“Sex Ed”), the personification of the typical high school health class. Taking a humorous approach helped students and parents let their guards down, turning a traditionally awkward topic into a fun, open forum. The campaign featured weekly promo videos, signage, posters, invitations, apparel and direct mail.
