Following a successful pitching process, the Guerilla team was challenged to create a campaign that would break down taboos surrounding sex and encourage parents or carers to talk openly with their children without becoming embarrassed about the subject of ‘you know what’.
Following extensive research a strategy was developed to create a campaign that used genuine questions that children have asked, causing toe-curling discomfort in adults! This blunt instrument approach was designed to remove any sense of embarrassment and become a catalyst to open dialogue and encourage frank discussions about sex between parents and their children.
The campaign generated over £200,000 of free PR coverage and was endorsed by the authorities voice on the subject; Parent Line Plus. It resulted in over 50,000 children contacting the free phone number.
“At first we were a bit concerned that Guerilla might have gone a bit far with this subject area, but now we understand the benefit of targeting such direct messages for a taboo subject. We have never seen anything like the response that we achieved from this campaign.”