Challenge.

We tend to think of brands within the confines of corporate enterprise. Branded movements such as Black Lives Matter, #metoo, and My Body My Choice movements are differentiated by equities such as logo, slogan, tone, strategy, and design.

Educator, writer, and activist Dr. Illene Feinman asked my team to create a brand campaign for a social movement taking into account the social climate of 2022.

Our campaign targeted the United States Sex Education System.

Stakeholders.

This social movement campaign would primarily benefit youth in the United States public education system. Our stakeholders are students in middle school and high school who are subject to abstinence-based sex education curriculums.

Audience.

Parents, school board administrators, and legislatures; these segments yield the most decision-making power over the affected demographic.

Research.

We employed qualitative research techniques, utilizing secondary research from The Trevor Project to gather data regarding the ramifications of a lack of comprehensive sex education in the United States, as well as from a number of reputable news sources.

Findings.

We found that only 16 % of United States schools teach a comprehensive sex education curriculum, covering a wide variety of shame-free topics such as interpersonal skills, sexual expression, sexual health, and the ways society and culture influence understandings of sexuality. On the other hand, 60 % of U.S schools teach an Abstinence-based curriculum, promoting abstinence as the safest way to protect against STDs, and prevent pregnancies.

The likelihood to self-identify as a member of the LGBTQIA+ community is more frequent among the Gen Z cohort, thus necessitating a more comprehensive and inclusive approach to sex education that goes beyond the gender binary and heteronormative, reproductive-based curriculums.

Goal.

Nationwide standardization of comprehensive sex education, cultivating a more intersectional approach to sex education.

This movement towards a standardized comprehensive sex guide would serve our stakeholders and be promoted by our audience, creating a safer learning environment for Gen Z children in the United States.

Activations.

The information gets put into the world as a guerrilla TikTok campaign, appealing to youth looking for information about sexual education.

The website acts as a resource for parents including a forum, downloadables, guides, FAQ & Ask A Professional section.

Demonstrations can be at school board meetings, schools, and spaces of contention such as city hall, state capital.

To further the message, a media campaign will exist out in the wild on bus stops and other OOH advertising spaces.

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