TBWA: Sex education for parents

Parents today face an additional challenge when it comes to sexuality education. Digital media expose children and young people to new risks when it comes to sexuality. Pro Juventute's experience shows: Many parents are not aware of how quickly their children end up at the wrong address on the Internet and are confronted with sexual content. This is because, in contrast to conventional sex education topics such as 'contraception', today's parents of teenagers are not familiar with online communication from their own youth, and there have been no corresponding information campaigns in Switzerland to date.

The new awareness campaign calls on parents to also address the online area when educating their children and to show them that they can get support for this from Pro Juventute Parents' Counseling. The TBWA\Zurich key visual therefore clearly shows that children can come into contact with cybersex topics quickly and unprepared on the Internet. Because online, child-friendly and sexual content are often just a click apart. In addition to posters, ads and fact sheets, an animation of the key visual is used in the social media channels. The campaign can be seen throughout Switzerland until the end of May.

Responsible at Pro Juventute: Marianne Affolter (Head of Communications), Irene Heimgartner (Head of Public Affairs). Responsible at TBWA\Zurich: Frederick Rossmann (CD), Tizian Walti (text/concept), Bettina Klossner (AD), Danielle Bürli (graphics), Marion Schlatter (consulting); Christina Hengstmann (artbuying); Visualeyes (photo production), Jingle Jungle (sound studio); OnLine Video (grading).