SEX & PROTECTION 4EVA
When we were brainstorming ways to get people to use a longer-lasting form of HIV prevention, we started thinking about the relationship between Sex and Protection through time. That led us to celebrity couples. Somehow we can’t get enough of them. Their ups and downs, breakups and back together-ups. So we made an actual couple out of Sex and Protection, and followed their every move. Showcasing that Protection hasn’t exactly been the most reliable partner for Sex, but certainly has room to evolve and mature as time goes on.
Follow the their relationship arc as it changes.
Meet Sex. Meet Protection. They’ve known each other since forever. And now their relationship is getting more romantic. But they have their issues and it’s easy to understand then why their relationship is often tumultuous: Sex loves to be spontaneous, which often leads to thinking about HIV protection at the last minute. While Protection tries, Protection always been unreliable. Sex is looking for a partner who shows up consistently. Sex deserves better and Protection wants to be better.
In this campaign, we establish the relationship between Sex and Protection through organic-feeling posts on the most popular gossip and news accounts (TMZ, Complex, US Weekly, etc.), and when the world is wholeheartedly invested in their story, we release a huge public fight between them: Sex is sick of Protection not always showing up when Sex needs them. Throughout their extremely spotlit fight on all social platforms, we learn why Sex is looking for a more mature version of Protection until Protection admits to being faulty. Protection pronounces they are ready to grow up and consistently show up for Sex, so Sex can be spontaneous and doesn’t have to wonder how to stay safe from HIV even at the last minute.
PROTECTION NEEDS TO GROW UP
A Chronological Breakdown
of the PR Stunt
HOW WE’LL DO IT
A
Establish the Characters Sex and Protection
Sex and Protection get their own Instagram handles
B
The Shade Room IG Post
The Shade Room posts a steamy paparazzi photo of Sex and Protection at a basketball game lunching the romance rumors
C
US Weekly Cover
US puts out a cover solidifying the rumors
about their relationship
D
Complex IG Post
Complex posts a paparazzi photo of Sex and Protection on vacation together
E
IG Shared Post
Both Sex and Protection release a joint Instagram post of the two coupled up
F
Deux Moi TikTok Post
Celebrity gossip Deux Moi breaks down the relationship between Sex and Protection thus far using two week’s worth of photos and gives an in depth analysis of why this romance is so important
G
The Shade Room IG Story
A paparazzi photo catches Sex sadly leaving
an NYC party without Protection
H
TMZ TikTok Post
A paparazzi video is “leaked” of Sex and Protection arguing because Protection isn’t there
when Sex needs them to be
I
Sex goes on Instagram Live
Sex goes on IG Live to vent about the fight with Protection, clarifying that Protection needs to “grow up” and be a more reliable partner
J
Influencer Nikita Redkar (@nikitadumptruck) TikTok post
Nikita breaks down the entire relationship and fight between Sex and Protection, explaining why Sex is dissatisfied (i.e., Protection is flaky)
K
Protection’s X Post
Protection finally addresses the Sex’s complaints about unreliability on X and claims they
”really want to mature”
L
YouTube News/Fallon Interview
Jimmy Fallon interviews Sex and Protection on The Tonight Show to explain how they worked through the kinks in their relationship and Protection became protection you can rely on.
M
The New York Times Style Magazine Article
The New York Times Style Magazine (T Magazine) publishes an article that reveals the incredible publicity stunt everybody is talking about