Sexual Wellbeing Aotearoa launches ‘Emotional Support Bits’ campaign via Special Wellington

Last year, Special undertook the monumental task of rebranding the 80-year-old Family Planning brand, ushering in the birth of Sexual Wellbeing Aotearoa (SWA). From crafting the brand strategy and name to designing its visual identity and implementing it across clinics and collateral, Special has been at the helm of this transformative journey. Building on the successful rebrand, Special is now launching SWA’s new brand platform ‘Let’s Talk’, with an inventive and impactful campaign ‘Emotional Support Bits’.

This playful initiative encourages participants to draw their “bits”, which are turned into custom plush toys – intimate, personalised companions designed to make the uncomfortable feel more comfortable. Riffing off the emotional support items – soft toys, weighted blankets, even drink bottles – that many people take with them everywhere for comfort.

Says Jackie Edmond, Chief Executive of Sexual Wellbeing Aotearoa: “The response to our brand evolution has been overwhelmingly positive. Sexual Wellbeing Aotearoa reflects the breadth of our work and connects with Kiwi in an accessible way. However, there’s still a long way to go. Our research shows the majority of Kiwi (62%) feel the need to keep sexual health concerns to themselves, with some (16%) admitting they have never spoken about them at all. We hope Emotional Support Bits helps break the silence, encouraging Kiwi to embrace these essential conversations.”

Says Bethany Omeri, Head of Strategy, Special Wellington: “SWA’s rebrand was introduced to explicitly recognise sexual and reproductive health as a critical component of overall wellbeing. Unfortunately, societal conditioning means often people feel too ashamed to seek out the information, support or advice they need to optimise their sexual wellbeing. Emotional Support Bits directly challenges that stigma — our ‘bits’ aren’t shameful, they’re something to embrace. We hope these bits help people feel a little more supported talking about and taking care of their own bits.”

Says Mark Forgan, Executive Creative Director, Special Wellington: “We needed some talkability about just how little we’re talking about sexual health. Bringing peoples ‘doodles’ to life and turning them into 60cm cuddly Emotional Support Bits felt like it could achieve this impact. There seems to be emotional support ‘everythings’ out there these days – so why not now on an important subject that young Kiwi really need support with.”

Adds Edmond: “We are delighted to continue our work with Special and launch this impactful campaign. Emotional Support Bits aim to break barriers in an unexpected, approachable way – encouraging Kiwi to embrace the uncomfortable, connect with their bodies, and start essential conversations. And for those who find it difficult to talk to friends or whānau, Sexual Wellbeing Aotearoa is here with confidential, expert support.”

Emotional Support Bits has already gained support from well-known Kiwi voices, including Melody Thomas, Anita Wigl’it, Emily Writes, Jeremy Wells, G.Lane, Morgan Penn, Rei and many others. The campaign has been launched across earned media, social and digital, with room to stretch.

The public are now being called upon to have their own Emotional Support Bit, too. They can upload their own illustration and win the chance to have it made at: https://sexualwellbeing.org.nz/bits

Special Wellington
Special Strategy
Special Production
Special Studio
Special PR
Photographer: Steve Boniface
Research: TRA
Seamstress/Model Maker: Denise Duane