2023 Bronze Charity

Agency: RAPP

Client: Fumble

Entry Name: Don't Google It, Fumble It

Executive Summary

Teenage boys who are curious about sex consult unreliable and often toxic sources. Fumble, the sex education charity for young people, wanted to promote its more reliable and relatable online content.

Strategy

Insight showed RSE lessons don’t provide the answers young people need about sex, relationships, and body image. Using the power of search data, RAPP discovered only 24% of the top searches around sex topics among young people were made by male-identifying audiences. Young men have a fear of looking like they don’t know anything in a society that pressures them to know everything.

Online research and social listening followed, around young people, their sex education experiences and needs, and how this shapes their views of gender, sex, and power.

There was now a key challenge: the place most likely to reach them with the promotion - social media - bans the use of specific sex-related words and removes associated content.

Creativity

Instagram was the best channel for the campaign: when it comes to sex, the audience uses handheld devices, and it’s more private and hidden from parent view.

RAPP ‘hacked’ the platform by speaking in emojis teenage boys already use to discuss intimate, sex-related topics; engaging them in their own language and avoiding censorship issues with subjects they wanted to discuss. Search data provided the most searched-for topics to cover in ‘emojified’ content that would spark curiosity from the audience.

Instead of headlines and paragraphs of text, we created simple sets of emojis that, when read in sequence, tackled questions like, “Should I shave my balls?”

Results

840,000 teenagers reached with just £5k media spend on Instagram.

30,000 video views with 100% viewing rate, with a third redirected from Google to Fumble’s site.

That’s 280,000 adolescents with a better resource than they had previously - giving them relevant and reliable information, and life skills they deserve.

The Team

RAPP - Adela Nash - Creative, Molly Barnes Creative - Lara Eyre, Strategist - Tain Joliffe, Diversity Strategy Director - Allison Gilbert, Associate Director of DEI - Jess Geary, Senior Comms Planner - Holly McGeorge, Senior Project Manager - Al Mackie, CCO - Jason Cascarina, Deputy Executive Creative Director - Katherine Davies, Designer - Olivia Swift Junior Motion Designer - Andrew Riddle, Managing Partner - Lionel Cull, Design Lead - Oz Osborne, Head of 3D Motion Design - Hiten Bhatt, Head of Design - Chris Freeland, Exec Chairman - Gabrielle Ludzker, CEO - Caroline Parkes, Chief Strategy Officer

Contributors