Four Seasons Condoms launches new ‘Generation Intervention’ campaign to end the millennial sex recession via CHE Proximity
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.
The ‘Generation Intervention’ campaign launches today and aims to help end the millennial sex recession. With statistics revealing that young adults are having 50% 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.
Says Michael Porter, sales and marketing director at Four Seasons Condoms: “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 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.
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’.
Says Wesley Hawes, executive creative director of CHE Proximity in Sydney: “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.
To find out more about the campaign, visit NakedCondoms.com.au or call the free hotline.
Client: Four Seasons Condoms
Graham Porter: Managing Director
Michael Porter: Sales & Marketing Director
Alexander Porter: Brand Manager
Creative Agency: CHE Proximity
Ant White: Chief Creative Officer
Wesley Hawes: Executive Creative Officer
Mark Carbone: Senior Copywriter
Zac Pritchard: Senior Copywriter
Nico Smith: Senior Art Director
Claire Hawksford: Senior Account Manager
Jack Hale: Senior Account Manager
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
PR Agency: 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
70 Comments
For everything about this. Love the content, love the lines, love the art direction. Millennials will want to put down the hammer and pick up the jackhammer in no time. #LiveLaughLube
I have a Carboner over this. Great stuff.
Here we go again. Another year of CHEP.
Absolute made up BS. Data? Really? What’s your source, a quick poll of students outside uni?
Man I’m totally going to have sex now that there’s pink condoms for me
In the old days we used to call them surveys
Clever call mr. art director.
When you can’t produce work for real clients, just make shit up.
Aussie agencies: Surf wax is the biggest scam ad this year.
CHE: Hold my beer.
At least this might win an award while McCann produce scam ads that don’t even get listed.
Make up a problem that doesn’t exist.
Fabricate results to support your insight.
Create a solution to your non existent problem.
this is why we do it.
well done, boner.
well done, chep.
I mean. Art direction is nice. But in the generation of Tinder/Bumble/hinge/casual fuck buddies. Do we actually think this insight is true?
Well good. I love everything about this. The lines are so strong. And for the record I, for one, am banging the pizza guy.
Can’t wait to have my parents (lack of) sex shame me with one of these the next time we’re awkwardly watching a movie sex scene together. Thanks CHEP!
Yeah, it’s pretty hard to have an anxiety attack and sex at the same time.
I thought you were just heavy breathing.
While I think it’s an interesting statistic that’s quoted and a very creative response, I wonder if anyone tested the strategy in real life. That is, to sit your 19-year old son or daughter and ask them, “How come you’re not having enough sex? God knows, your mum and I used to fuck like rabbits at your age. In fact, I put her in hospital a couple of times with a raging UTI!” I’m not being facetious. I don’t know that parents are the real catalysts for their kids to bonk more.
Lovely art direction (not crazy about the cliched genital-pink hues), funny headlines, sharp copy, just not convinced that this will do anything other than end up as a case study.
..NOVELTY, JOKE. I don’t believe the statistic for one second
“Cold hard flesh”
Thanks Mum, I’ll never have sex again.
The URL at the end of your films doesn’t exist, the one in the press release works as its just condoms.com.au, but the NakedCondoms.com.au on your end frames doesn’t exist.
Might want to fix that before it gets to the judges.
Live. Laugh. Lube. Rivet. Live it. This ticks the brewmaster’s box. Well done.
Thought millennials were all a bunch of coke-snorting pansexuals who would happily fuck the family dog given half a chance.
This reeks of bullshit, sorry to say.
I love this a lot in theory – thumbs up for the creativity and fun. Feels like the targeting and insight is a bit nqr though. It’s for millennials by millennials in every single way .. feels unlikely that actual parents aka boomers would take notice of this. Sorry.
It’s average at best and still better than sause
I wish this could help me have more sex. I really do.
Any millennial creatives who want some counselling, you can reach me here.
From the site:
‘Inside you’ll find a range of NAKED condoms that feel, well, like you’re naked, stimulating arousal gel that does just what the name says, massage oil for sensual beginnings and a lubricant that makes it all the more pleasurable.
This is a great tool for you to talk to them about all the different ways they can enjoy sex – not just the in-and-out variety.’
If you somehow think this would help a parent talk to their adult kid, you’re a pervert weirdo.
This is awesome. Just a really fun idea.
The extensive art direction will not make up for the complete lack of logic in yet another underthunk piece from the units at CHEp.
Enough Said.
Ok Boomer
Great insight with an even better execution. Well done CHEP. Nailed it.
Tell them that this is what your most senior creative people have been working on. They’ll be over the moon.
There is zero idea here.
What’s with all the giggling hi-fiving idiots above?
Looks like the people being targeted at the end of the campaign think nothing of it, while the boomer generation of advertising won’t stop celebrating this mediocrity. The art direction is okay, but far from redeeming. While this is not a good campaign, let’s see it pick up awards from CHE’s friends in the judges seats.
Hey CHEP, when you say you used ‘data’ and ‘statistics’ to reach your insight, do you mean you did a quick Google search?
Here’s the top 3 results:
https://nationalpost.com/opinion/why-millennials-arent-having-sex
https://www.independent.co.uk/life-style/sex-millennials-young-people-economist-risk-allison-schrager-a8893836.html
https://www.theguardian.com/commentisfree/2018/nov/21/millennials-sex-stressed-young-people-worry
Just leave it at that. Or push yourself to write two more as good, then you have a campaign. Run it as outdoor, or online if you can target it better. Then get out of the way. Doing more doesn’t always mean doing better.
Millennials are having 50% less sex.
Millennials parents want to know 0% about their kids sex lives.
Millennials would think it’s 100% creepy that their parent(s) want to talk to them about their sex lives.
Millennials would 100% of the time lock themselves in another room or run screaming from the house on sight of a parent with this kit in hand.
Millennials would probably 100% of the time call the authorities if their parent(s) handed them lube and a vibrator.
So, we can deduce that…
It’s more than likely close to 0% of the people that worked on this campaign have a millennial child who understand that:
MILLENNIALS DON’T EVEN WANT TO TALK TO THEIR PARENTS ABOUT WHAT’S FOR DINNER LET ALONE WITH WHO AND HOW OFTEN THEY ARE GETTING THEIR ROCKS OFF.
Millennials don’t care, they have nothing to base on what’s the right amount of anything. If we just leave them alone and stop trying to preach to them all about ‘life’ they’ll figure it out on their own and be fine. They might even stop thinking that anyone over 40 is a complete moron.
Nice art direction though, and the doggy line is fabulous!
Umm can everyone just chill out? It’s a fun campaign and gets a few lols.
Nice one Carbone!
Let’s just set a few things straight.
If millennials are, in fact, keeping it in their pants – and I seriously question this if the sorry, sticky state of my fucking car is anything to go by every time I lend it to my millennial son – then I’m only too fucking happy. Yes, millennials are people too and have urges and blah blah fucking blah – what parent in their right mind wants their kids to fuck more? Are you fucking kidding me? And I have a boy. Imagine presenting this to a dad with a daughter. ‘Um, hey Eve – can we chat for a moment? Yeah, I wanted to give you this just in case you’re not getting enough dick.’ ARE YOU OUT OF YOUR FUCKING MINDS?
Look, I get it, it’s just a bit of awards fun. But let’s be honest, it’s fucking stupid. The doggy line is not smart, it’s fucking stupid. The art direction… yeah, okay. You art directed it. Well done. And the insight? What insight? It’s just a factoid from the internet – that’s not a fucking insight, it’s a google search.
Anyway, there you have it from a parent. You’re morons and your idea is a load of balls.
brehs I wanna work for this guy
Got any jobs going, guy?
.
Is that this is a real client. And a real brief. And the client would have paid for this. Surf Wax would have been done for free – the idea would have happened before McCann went looking for a client to justify.
I think that’s a real clear line.
This won’t win awards though. It’s cute. And witty. But that’s about it.
It’s about as cute and witty as Donald Trump. Wit is something that we’ve almost entirely lost as an industry. And as a nation. And possibly as a species.
CHEP, Maybe get your head out of your data arsehole and talk to some real people.
And no. The art direction isn’t good. It looks like it was lifted from a 1997 ADMA awards book.
it’s only advertising, sweets.
just a bit of fun to sell some dingers, not a communist nation’s pro-procreation propoganda.
maybe take a few deep breaths and have a cuppa before you have a heart attack?
What are condoms?
As with Mum’s Sause, I wonder how much of this was paid for by the agency?
Can’t wait to see what you do with the likes of Samsung.
Nice work (as ever) Kinga Papp!
Just to confirm – a millennial is anyone between 23/24 – 38/39 yeah?
So what you have just admit to is, your ADULT son not only still borrows your car, but has sex in it and returns it covered in his own semen.
Sounds like you need to be having a different conversation in your house mate.
Dad: “Hey, does your puppy love need more doggy”.
Daughter: What the actual fuck?
Dad: “Let me explain what a reverse cow girl is”
Daughter: “Can you not?”
Dad: “Listen, this new campaign encourages me to encourage you to go out and root around as much as you like, like a bunny rabbit. You know, just get out there and fool about with all the boys. The more the better. They say it’s good for you”
Daughter: “please stop”
Dad: “At least let me teach about the G-spot. It’s not a hip new brunch spot you know? “
How!? You can get a root sitting on your couch in your pajamas by swiping right. Other generations had half the men sent off to war – that’s a pretty big barrier me thinks
No one’s fantasy is imagining their parents cheering them on as they fuck. NO ONE. This idea is so stupid, it makes me think that everyone at CHEP is still a virgin
sure thing darling… doggy is my favourite
Now I’ve got your attention, I bet this wins at awards shows.
I also bet not one parent talks to their kids about having more sex.
It’s obviously a PR stunt. No one in their right mind would think this would ever work as described, but if it gets a headline on some websites then the brand name gets out there, which is job done.
This is why data isn’t always right.
This leaves me frustrated and soft. As has a lot of CHE work lately. There was a patch there when they were nailing clear insights and delivering on them… it’s just a wet patch now, could be Mums sauce, could be something else of Mums. Hope they’re making money, because the creative isn’t the reason to come to work anymore.
…just awful
I wish Carbone would deliver this kit to me.
I have millenial kids, there is no way in hell that I would present them with this. Boy or girl. cringeworthy, just imagine it.
the art direction’s “proximity” to the okcupid DTF campaign. or maybe i’m tripping from a lack of sex.
Surely we can get to 69 comments. Cum on people.
From a deceptively fictitious story about a sick child in hospital made to sell pasta ‘sause’, to a campaign creepy enough to encourage fathers to discuss the g-spot with their daughters, CHEp has zero shame.
Just posting to get us to 69
68
Well, our industry may not agree on much, but together we made it to 69 comments.
Good morning and welcome to the company kick off.
Have a great week and thanks for listening.
couldn’t have said it better. thank you, CHEP, for this thread. it’s more bdsm than a gentle cuddle but that’s the aus industry for you.