To protect young people in their first steps towards discovering sexuality, Eden Gen intends to demystify the prejudices that they can have about sex by deconstructing the preconceived notions conveyed by pornographic culture in a fun and playful way.

Through 4 mini-films, graphics, and a poster campaign, Eden Gen relieves young people’s worries by reminding them that sex is not a question of size, duration, or performance. To illustrate these messages, the campaign uses fun and straightforward euphemisms – a cat jumping in front of a cucumber or a contest for eating the biggest hot dog. The social media campaign will link directly to a dedicated website: www.sextember.fr where helpful and educational advice, fun information and entertaining content will be made available.

And to go even further, the brand is launching the #SextemberChallenge on TikTok. With erotic music playing in the background, young people will have free rein to imagine everyday scenes playfully eroticized – two stuffed toys sharing a bed, a suggestive shadow, a buddy eating a banana… while indicating the stage of the Sextember challenge that they are at. And to avoid any risk of temptation, a “porn blocker” Chrome extension will be available for download on the website.

Credits
Campaign: Sextember
Client: Eden Gen
Advertising Agency: Buzzman, France