the challenge.
We tend to view brands through the lens of corporate enterprise. Branded movements such as Black Lives Matter, #MeToo, and My Body My Choice are identified by distinctive equities like logo, slogan, tone, strategy, and design.
Our team was asked by Dr. Illene Feinman to create a brand campaign for a social movement while taking into account the social climate of 2022.
Our campaign centered around the U.S. 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.
Our audience is parents and legislatures, as 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 U.S. schools teach a comprehensive sex education curriculum, covering a wide variety of shame-free topics such as interpersonal skills, sexual expression, sexual health, as well as 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.
A 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 movement will be introduced into the world through a guerilla TikTok campaign, appealing to youth who are 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 or the state capital.
To further the message, a media campaign will exist out in the wild on bus stops and other OOH advertising spaces.
