SEX TALKS TALK TO YOUR CHILD!

UNITED NATIONS POPULATION FUND PR CAMPAIGN

BACKGROUND Parents are the most interested people in well-being of the children. Nevertheless, talking about safe sexual behavior and reproductive health with children is often very complicated. GOAL Promote the importance of timely and reliable information about safe sexual behavior. OBJECTIVES o  Increase awareness about the problem o  Create involvement into the campaign of

stakeholders and target audience o  Create PR-supporting

PARENTS WANT TO SPEAK ON INTIMATE TOPICS, BUT DON’T KNOW HOW TO START AND HOW TO CHOOSE THE RIGHT MOMENT

INSIGHT

STRATEGY Creating a suitable occasion and moment for parents and children by gamification talk about the important topics of safe sexual behavior.

Based on the real story we create a board game about sexual behavior for the whole family, causing public resonance.

IDEA

EXECUTION Real stories drive! Set up UNFPA campaign with real person who became a storyteller. Olga starts the campaign in Facebook with provocative post to engage parents of teenagers appoint their cases or position in comment. After this teaser post Olga launch a board game for children-parent communication. Most popular TV Talk-Show ask Olga to come and deliver her case. UNFPA find this outstanding startup and scale it for big project which will inspire another mothers and fathers to comfortable talk with their children.

”Hello, I’m Olga, I have a 16-teen years daughter Maria and talk about sexual behavior is a hot topic for me. I’m

too shy start the conversation. For finding decision I transformed the most controversial topics to fun board

game and made this process easier”.

EXECUTION А board family game «Sex Talks». Parents could spend an evening with child to play game and talk about personal questions, share their experience in soft way. Game include common question and several type of it for make conversation easer: -  Personal interest Q -  Love and relation Q -  Safe sexual behavior Q Game will distributed by UNFPA site, shopping mall, book store and online shops. We send DM with game to bloggers and celebrities who have a child in 14-18 ages. They start flashmob challenge #sextalks to motivate another parents to chat with teenagers.

EXECUTION More talks! Game “Sex Talks” effort families to start speaking about intimate topic at home and became a turning point for sharing this experience with another parents to improve reproductive health of the young. The most inspiring source for peoples is a real background. As a final point of the campaign we organize event called Sex Talks. Famous persons and opinion leaders share a personal stories like Olga how to tackle the issue of sexual behavior. Online-translation and video of meeting upload in YouTube and seed on the popular public group in social media.

TV Talk show

Family board game

Challenge #sextalks

Event Sex Talks

Social network

Parents Bloggers

Online store

Press-release

Social network Opinion leaders

3 months Total unique reach: 35% Belarus population Potential target audience reach: 80%

EXECUTION Video stream

Facebook discussion

SUMMARY BACKGROUND | Talking about safe sexual behavior and reproductive health with children is often very complicated. INSIGHT | Parents want to speak on intimate topics, but do not know how to start and how to choose the right moment. GOAL | Promote the importance of timely and reliable information about safe sexual behavior. THE STRATEGY | Create a suitable occasion and moment for parents and children by gamification talk about the important topics of safe sexual behavior. THE CREATIVE IDEA | Board game about sexual behavior for the whole family. EXECUTION | Creating and promoting of a board family game «Sex Talks» | Launch of the challenge #sextalks | Event Sex Talks