Two Should Know - Healthy Sexuality
The Project
Two Should Know is an initiative of the Paso del Norte Health Foundation and focuses on providing residents in the Paso del Norte Region with educational information pertaining to healthy sexuality. During initial creative meetings with the client, it was explained that their goal was to get parents to become trusted resources for their children when it came to topics about sexuality. The challenge? Parents found it uncomfortable or even lacked the necessary knowledge to start a conversation about healthy sexuality. Studies revealed that teens also wanted get this information from their parents but didn’t know how to approach them about it. Ultimately, our idea was to empower parents with the confidence needed to have regular conversations about healthy relationships and encourage families to include their own values and beliefs regarding sexuality.
Two Should Know "Mirror Conversation" :30 TV Spot - SPANISH
Two Should Know "Mirror Conversation" :30 TV Spot - ENGLISH
The Approach
We really didn’t want our messaging to be about parents and teens having “the talk.” Instead, we wanted to find ways to encourage them to have engaging and valuable dialogue – and more importantly, keep that conversation going. As a result, we developed a clear and motivational tagline: Every Conversation Counts. The slogan doesn’t just focus on sexuality and relationships but also encompasses a multitude of life situations. It’s a call to action that can help parents start a dialogue with their kids that will foster continued conversation throughout their decision making years. Creative elements that were developed to help communicate this message include TV spots for teens and adults and a unique theater spot, which is a great way to engage a captive audience. To make sure our message made an impact on the movie-going audience we developed a fun spot that ended with a twist.
For Two Should Know’s website, we wanted to start fresh, with a clean and simple design that was bright and easy to use. By incorporating youthful colors and a responsive design, we were able to make the site the perfect destination for parents and teens to use anytime and anyplace.
REEL TALK is an initiative that provides a list of movies that parents and teens can watch to help start a conversation about healthy relationships and healthy sexuality. The help promote the project we designed branded popcorn bags and lip balm. They were passed out to students in middle and high schools to help keep our initiative top of mind and to get the conversations going.
Two Should Know takes Best of Show!
In February 2014, our "Let's Talk" theater commercial received a gold American Advertising Award during the American Advertising Federation's local advertising competition. It also received Best of Show, beating out dozens of other entries within the competition!