Innovative sex education campaign was awarded the Effie
Youngsters are highly interested in sex, but they are not interested in AIDS at all. To change people’s minds, Youth against AIDS (YAA) developed an excellent campaign. It gained enormous attention throughout Germany and reached millions of people. On the 9th of November, YAA received one of the most significant honours of the advertising branch in Frankfurt – the Effie in bronze in the category “Doing Good”. With that, the initiative manifests its position as the most-awarded education campaign of the country.
„Looking down from above is a thing of the past because successful sex education only works at eye level. For us as a youthful initiative, it is an unbelievable honour to be awarded the Effie. Our campaign is not only innovative, but it makes an impact on others. In cooperation with our friends from loved, we have positioned our brand successfully, and we want to follow that path also in the future“, says Daniel Nagel, the CEO of Youth against AIDS.
The campaign is as open, loose and thrilling as good sex. The motives ask questions which youngsters have concerning the subject of sex and answer them beyond all awkwardness and pleasantly unclichéd. Issues like „Does the whole school know your dick?“ and „Nude pictures are something personal. Consider with whom you share them.“ are answered without any judgement. Supporting the slogan „What is this rubber for? – Condoms make sex safe. There is a fitting condom for everyone“ in last year’s campaign, the ambassadors and German YouTube stars DieLochi are still heavily committed to YAA. Although every single motif is meant to be provocative, they are to explain and to understand why the leitmotif “Do what you want. Do it with love, respect and condoms.” is so meaningful.
The campaign took place in the period from the 14th of November till the end of December 2016, spread by social media header, Ströer OOH Station & Mall Video and unique formats like large poster or Mega-LCDs. Postcards and signs with the campaign motives were shared in more than 200 participating schools, youth centres and at information booths on events
and in 20 shopping centres. All of this was made possible by Youth against AIDS’ incredible and powerful partners, who supported the organisation on its way to an educated society.
This year’s campaign of Youth against AIDS will be launched in Berlin on Wednesday, 15th of November, with the appearance of Heiko and Roman Lochmann (DieLochis) and in Vienna on Friday, 17th of November.