MTV ‘Sext Life’ Case Study

MTV’s Staying Alive Foundation created a ‘naughty’ PSA to encourage teens who sext to safe sext instead.  The PSA promoted a free a condom emoji keyboard, along with the tagline: “Make foreplay a threesome: add a condom. Download the new condom emojis at SafeSext.MTV.com.”

Script

This is not a grocery list. This is the new language of love. Shakespeare? No. Effective? Yes. Maybe a little too effective. For the first time in a decade, STDs are making a massive global comeback, and it’s about time the safe-sex conversation caught up.

Ewww.

Luckily, MTV’s Staying Alive Foundation agreed, and, on World AIDS Day, we launched a condom emoji keyboard and a PSA to make safe sex kinda naughty. Action.

[Make foreplay a threesome: add a condom. Download the new condom emojis at SafeSext.MTV.com]

In the first 24 hours, we got over a million views on Snapchat, five times more comments than “Kanye for President” on Instagram, three million views on Facebook, and over 64,000 condom emojis sent globally. Most emojis texted in Brazil. Viva Brazil!

MTV called it, “Our most successful social campaign in history. Now that’s a happy ending.

Year
2015
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