Four Seasons Condoms’ Answer To The “Millennial Sex Recession” Via CHEP

Four Seasons Condoms’ Answer To The “Millennial Sex Recession” Via CHEP
B&T Magazine
Edited by B&T Magazine

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.

Graham Porter – Managing Director
Michael Porter – Sales & Marketing Director
Alexander Porter – Brand Manager
Claire Hawksford – Senior Account Manager
Jack Hale – Senior Account Manager
Ant White – Chief Creative Officer
Wesley Hawes – Executive Creative Officer
Mark Carbone – Senior Copywriter
Zac Pritchard – Senior Copywriter
Nico Smith – Senior Art Director
Holly Alexander – Director, Strategic Production
Karine Pawel – Producer
Miranda Pezzimenti – Junior Producer
King Yong – Senior Editor
Natalie Hort – Production Manager
Nina Weiss – Junior Producer
Darren Cole – Head of Design
Trent Michael – Senior Designer
Vanessa Saporito – Senior Designer
Chloe Schumacher – Designer
Phil Johnston – Brand Director, Sydney
Kinga Papp – Head of Brand
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



Please login with linkedin to comment

CHEP Four Seasons Condoms

Latest News

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]

Yotpo Expands Down Under With  Multi-Year Shopify Partnership
  • Marketing

Yotpo Expands Down Under With Multi-Year Shopify Partnership

Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care,  e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]

New ideas and imagination Creativity and inspiration Technological innovation. Hand holding brain digital network and abstract science light bulb inside on networking connection on sky background.
  • Technology

Progress Unveils Sitefinity DX 14.0 Platform

Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]

Tangram Signs Strategic Partnership With
  • Media

Tangram Signs Strategic Partnership With

Tangram has announced that they have signed a partnership with the work operating system (Work OS) where organizations of any size can create the tools and processes, they need to manage every aspect of their work. Israeli-based and Australian-based Tangram form an irresistible team of experts offering unique solutions to agency problems. […]

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]