Dear Condom II – RFSU Calls for More Open Communication During Sex
To highlight the importance of communication during sex, the Swedish contraception brand RFSU(Swedish Association for Sexuality Education) is launching an explicit interactive film ‘Dear Condom II’ that shows the naked truth – literally – of what young people are thinking in the heat of the moment.
The interactive short film shows an intense and heartfelt meeting between two people. The story is told through their thoughts, and the viewer can switch between each person’s perspective – from the first nervous move at a house party through to passionate sex by a lake.
The thoughts voiced in the script are based on real interviews with young Swedes, revealing questions, concerns and insecurities about sex that many would never dare to communicate.
“Having insecurities when it comes to sex is such a common thing – but many are scared to share them because it means they have to show vulnerability. By portraying – in a raw and honest way – that no one is alone in having these thoughts, we hope that we can give more people the courage to share them and start the dialogue,” says Anette Otterström, Nordic Brand Manager at RFSU.
The campaign, created by the Stockholm-based agency House of Radon, is a part of the long-term initiative “Dear Condom”. It launched in 2018 to encourage condom use by portraying condoms in authentically sexy contexts and by sharing people’s unfiltered positive and negative views towards them. Despite being predictably blocked by internet giants like Facebook, Instagram, and YouTube, the campaign spread rapidly, making condoms a hot topic across Scandinavia and earning the campaign numerous national and international awards.
“Condoms are not a clinical, necessary evil that you should use because you have to. Rather, they are a statement: a way to show that we respect and care for ourselves and other people. Dear Condom is about amplifying that message and shifting the conversation about condoms – from being the subject of stigma and prejudice to become a provider of freedom,” says Alexandra Arvidsson, Copywriter/Creative lead at House of Radon.
At dearcondom.org, RFSU is providing concrete tips and tools on how to practice better communication during sex. To support the campaign, several artists and influential profiles have shared their own “secret sex thoughts” on Instagram, accompanied by the hashtag #DearCondom.
To tackle the risk for message blockage in social media, Dear Condom is also going analog through movie posters along the streets and inside youth clinics in several cities across Sweden. It will also be shown both on and off-screen at cinemas.
About RFSU
RFSU is a non-profit, non-governmental organisation without party-political, trade union or religious affiliation. We run projects and programs to promote access to sexual and reproductive health and rights — both in Sweden and inter- nationally. RFSU plays a leading role in shaping the political agenda on gender equality (as well as SRHR) in Sweden and internationally. In addition, RFSU runs a company, RFSU AB, that makes and sells condoms, lubricants, sex
toys and pregnancy tests. RFSU AB has produced this campaign.
Credits
Campaign: Dear Condom II
Advertising Agency: House of Radon, Stockholm, Sweden
Actor: Peter Lundhall
Actor: Gabriella Engdahl
Hair And Make Up: Soley Astudottir
Stylist: Sofi Gregersdotter
Set Designer: Johan Broome
Grade: Miles Lembke
Sound: Ponytail
Music: City Father
Director Of Photography: Albin Sjödin
Lead Developer: Furkan Bayraktar
Designer: Christoffer McKie
Paid Media: Oliver Powers
Paid Media Strategist: Christopher McClaren
Designer: Andreas Knutsson
VFX & Motion: Leo Köhler
Editor: Petrus Lidbeck
Editor Lead: Anton Nicolau Noren
PR Lead And Creative: Johanna Lindberg
Project Manager: Frida Sarachu Nilsson
Account Director: Maja Haraldsson
Producer: Erik Skånmyr Hero
Director: Marcus Lundin
Creative Lead & Copywriter: Alexandra Arvidson
Tags:
Integrated Campaign, Sweden, Public Interest, NGO, RFSU, House of Radon, Dear Condom II
