Four Seasons Condoms’ Answer To The “Millennial Sex Recession” Via CHEP
Four Seasons Condoms and CHE Proximity have launched a ‘Generation Intervention’ campaign to end the millennial sex recession.
The campaign urges parents to have ‘The Talk 2.0’ with their adult kids to help them ‘Get Naked’.
Data revealing that Australia is currently in the throes of a sex recession is the driving force behind the
latest integrated campaign from Four Seasons Condoms and CHE Proximity.
With statistics revealing that young adults are having 50 per cent less sex than their parents’ generation, the campaign’s goal is to get the nation’s young adults back in the sack and having safe, healthy sex. How?
Through interventions from true ‘sexperts’ with years of experience – parents.
Michael Porter, sales & marketing director at Four Seasons Condoms said: “Young people are facing more barriers to sex than ever before. 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.”
At the heart of the campaign lies a Generation Intervention Pack, a limited-edition educational kit designed to equip parents to be surrogate-sex therapists and to facilitate an intervention with their adult children.
For a limited time only, Four Seasons Condoms will be giving away 400 packs for free, to parents wanting to stage interventions.
The pack was created in collaboration with sexologist Jacqueline Hellyer and contains a pamphlet which details the many challenges that young adults face today and the reasons why they may not be getting lucky in the bedroom.
The pack also includes 52 Ice Breaker cards for parents to help kickstart the all-important conversation with their offspring, with the aim of helping them to navigate the world of modern dating and the understand the mental benefits.
A happy healthy safe sex life has been attributed to a happy healthy mind by many experts in the field.
Parents have most likely already had the ‘Birds and the Bees’ chat with their children in their teen years, so the
campaign introduces the intervention as ‘The Talk 2.0’ – a second opportunity for parents to check-in on the wellbeing on their adult children and discuss the social and emotional issues that may be affecting their libido.
Once ‘The Talk 2.0’ takes place, parents are encouraged to hand over the pack and its contents so they can be used by their adult children. Each pack contains three sizes of condoms from the Four Seasons Naked range, lubricant, female pleasure gel and a vibrating toy.
To inspire the younger generation, parents of influencers were engaged to intervene with their more famous influencer children to show how a Generation Intervention could be done. Working with YouTube star and Twitch partner Oren Hipwell, comedian and celebrated podcaster Tom Armstrong, and The Daily Talk Show, parents were filmed in realtime intervening, and questioning their children on their sexual behaviour. The three films will live on influencer sites and on the Four Seasons Condoms social pages.
The Generation Intervention packs were also utilised in interventions through a posse of parents over New Years at a popular music festival as part of their ongoing sex health education efforts. Creative will roll out across social and OOH from today.
The campaign is also being supported through an influencer and PR campaign executed by CHEP’s PR
agency, Attention + Influence, alongside a campaign hotline which will be manned by parents trained in how to have ‘The Talk 2.0’.
CHEP ECD 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.”
To help end the sex recession, parents can call the Four Seasons Condoms ‘Generation Intervention Hotline’ on 0400-CONDOM. The hotline will be operated by parents who have been trained by sexologist Hellyer and can offer advice on having ‘The Talk 2.0’ with their adult children. Young adults who feel they can’t talk to their own parents are also encouraged to call the hotline to speak with these well-informed parents.
Credits
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+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
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.