Four Seasons Condoms “Generation Intervention”

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 a condom company.…

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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 a condom company.

So, how do we get 18-24-year-olds back in the sack? We use the help of the generation that’s had far more sex than them.

Parents.

We encouraged parents to have a more progressive chat with their children – ‘The Talk 2.0’. A check-in to discuss the importance of a healthy, happy sex life for a healthy, happy mind. We armed parents with educational packs that included a range of Four Seasons products to gift their adult children. Collaborating with a sexologist, it also contained an instructional guide and conversation starter cards to spark a genuine dialogue between generations.

To kickstart interventions everywhere, we engaged the parents of influencers, and had them infiltrate their adult children’s social channels, surprising their kids with ‘The Talk 2.0’ while they streamed. Street posters, social posts and an advice hotline operated by real parents directed parents to get their free Generation Intervention Pack online.

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