I Have This Friend Digital Campaign

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Challenge | Today, children are exposed to more sexual content on a daily basis than ever before. As a result, the idea of sex is seen and understood by them as an experiment. This lack of awareness allows each child to misinterpret the notion of sex and encourage sexual activity before they are emotionally, socially or intellectually ready.

Metrics | While the Sex Information and Education Council of Canada (SIECCAN) is a charitable organization that fosters public knowledge about sexual health and education, we are joining with Trojan condoms, a leader in the market, accounting for 69% of sales. As a result, we are looking to accomplish a 5% traffic rate within physical and social initiatives.

Audience | 14 to 18 year old young hearted individuals in the midst of exploring their lives. These tech-savvy, digital age youngsters are heavily immersed into their smartphones, constantly keeping up with the latest trends. While technology has allowed them to feel as if they are grown up, their mentality lacks the knowledge and experience to know better. While they can be seen as a selfish group, they care a lot about what their peers think of them, making peer pressure a frequent occurrence.

Brand Essence |Trojan Condoms is the superman to all the curious and immature decisions that run through the minds of teenagers. His super strength power fixes up any messy situation while his ability to fly allows him to always be available. His expertise and knowledge emphasize on his capability to make smart and logical decisions even during the most difficult times.

Mandatories |Online (Micro-Site), Print (17 Magazine, Teen Vogue), Transit (All major subway stations), Social Media (Facebook, Snapchat).

*To view full brief, contact lisamorra94@gmail.com