Generation Intervention

Background

Australia is in the midst of a sex recession. Young Australians are having 50% less sex than previous generations. Societal pressures, tech use and mental health issues are up, and libidos are down. Not great news for the Four Seasons condom brand. To curb the threat to their sales, the task was to find an authentic way to engage a notoriously unengaged target market and encourage them to get back in the sack. The objective was to educate the public on the topical problem young adults are facing and raise brand awareness by helping to reverse the problem.