Generation Intervention by CHE Proximity

Date: Jan 2020
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Four Seasons Condoms wants millenials in Australia to start having safe and healthy sex again.

According to the condoms brand, there is a “millennial sex recession” as statistics reveal that young adults are having 50% less sex than their parents’ generation.

It wants to change this through a campaign called “Generation Intervention” and created by CHE Proximity. The campaign introduces the Generation Intervention Pack, a limited-edition educational kit designed to equip parents to be surrogate-sex therapists and encourage their adult children to have sex.

The pack was created in collaboration with sexologist Jacqueline Hellyer and contains 52 Ice Breaker cards for parents to have a conversation with their adult children, with the aim of helping them to navigate the world of modern dating and the understand the mental benefits.

There is also “The Talk 2.0” 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.

Four Seasons Condoms also enagaged parents of influencers to help their famous influencer children to explain how “Generation Intervention” could be done.

Working with YouTube and Twitch star Oren Hipwell, comedian and celebrated podcaster Tom Armstrong, and The Daily Talk Show, parents were filmed in real-time 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.

Credits

CLIENTS

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

Chief Creative Officer - Ant White

Executive Creative Officer - Wesley Hawes ​

Senior Copywriter - Mark Carbone

Senior Copywriter - Zac Pritchard

Senior Art Director -Nico Smith

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

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