My team and I crafted an advertising campaign proposal for the Museum of Sex, aimed at promoting safe sex practices, particularly among Gen Z, and curbing the incidence of STIs. Despite receiving comprehensive sexual education, Gen Z continues to grapple with a high rate of STIs due to ineffective messaging.

Our research revealed a stark reality: while individuals aged 15-24 comprise just over a quarter of the sexually active population, they contribute to half of the 20 million new sexually transmitted infections in the US annually (OASH). The campaign’s primary target audience is Gen Z, encompassing both college and high school students. Central to the campaign’s concept is the transformation of sex education into an engaging and compelling experience, underscoring the significance of safe sex practices.

The Museum of Sex’s casual and open approach to conversations about sex provides a unique opportunity for their brand to connect with this generation on a relatable level. This resonates well with our campaign’s strategy.

To tackle this challenge, we adopted a multi-platform approach, leveraging Snapchat, Instagram, and YouTube. Specifically, we employed a Snapchat filter, Instagram Ads, and a YouTube street interview ad. Our core message emphasized that individuals engaged in sexual activities hold the responsibility for their safety. The Museum of Sex’s candid discourse on sexual topics and the promotion of self-confidence align seamlessly with our campaign’s mission of spreading awareness about the dangers of STIs.

One of our deliverables had a specific focus on Instagram, given that 73% of Gen Z adults actively use the platform (Statista). Our posts showcased a thematic layout, with sexual visuals positioned on the sides of the page and attention-grabbing taglines or phrases at the center. Swipeable slides embedded within the images offered additional insights into STI statistics and safe sex tips, effectively balancing information with captivation.

My Role and Contributions: I designed the presentation and Instagram posts, and co-produced the street interview ad.