ABOUT

Concept:

In today’s world, it's standard practice for teenage boys, who are curious about sex, to get their information through unreliable and often toxic sources such as porn, online influencers, social media, and school playground chat. This forms unrealistic, unhealthy preconceptions and standards for sex and relationships that can adversely impact their real-world relationships. With only 40% of young people rating their school RSE lessons as ‘good’ or ‘very good’, we wanted to let them know there was somewhere online they could turn to for reliable, relatable, and relevant facts and advice. Enter Fumble: the sex education charity for young people. A British non-profit youth-led organisation with a mission of creating and promoting happy, healthy digital content on intimacy, relationships, identity, health, and wellbeing.

Execution:

We performed some online listening around young people, their sex education experiences and needs and how it shapes their views of gender – both their own and others’. Once we got a clearer view of where we wanted to focus, we dove into search insights and intent, key behaviours and the places where young men and boys are spending their time online and how – all of which was fed into our creative brief.

Results:

840,000 teenagers reached for just 5k
That’s 280,000 adolescents with healthier answers
30,000 video views with 100% viewing rate with 1/3 redirected from Google
0.32% CTR