Jems Launched a Bold New Campaign Called “F#cking Old”
Grace Mahas — April 20, 2023 — Marketing
References: newswire
This STI Awareness Month, one brand is addressing the increasing rates of STIs among seniors over 65, which have risen dramatically in the past decade. This surge is partly due to seniors re-entering the dating scene after long-term relationships, often unaware of the risks associated with STIs and hookup culture.
Body-safe condom brand Jems has launched a bold new campaign called "F#cking Old." The campaign encourages young Canadians, who are comfortable discussing sex openly, to engage in conversation with their elders about sexual health. Jems has created hard candies with safer sex tips on the wrappers to facilitate these discussions, available for purchase on their website, with all proceeds going to Action Canada for Sexual Health & Rights.
To support the campaign, Jems has partnered with Jane Johanson, daughter of globally-recognized sex expert and Canadian television personality Sue Johanson. By addressing this critical issue, Jems aims to promote safer sex practices across all generations.
Body-safe condom brand Jems has launched a bold new campaign called "F#cking Old." The campaign encourages young Canadians, who are comfortable discussing sex openly, to engage in conversation with their elders about sexual health. Jems has created hard candies with safer sex tips on the wrappers to facilitate these discussions, available for purchase on their website, with all proceeds going to Action Canada for Sexual Health & Rights.
To support the campaign, Jems has partnered with Jane Johanson, daughter of globally-recognized sex expert and Canadian television personality Sue Johanson. By addressing this critical issue, Jems aims to promote safer sex practices across all generations.
Trend Themes
1. Senior STI Awareness - Increased rates of STIs among seniors are creating a demand for awareness campaigns.
2. Intergenerational Conversations About Sexual Health - Opening up conversation channels between generations can help seniors become more knowledgeable about sexual health.
3. Innovative Sexual Health Education - Using education in creative ways to draw attention to sexual health issues can promote more widespread awareness.
Industry Implications
1. Contraceptive Products - Contraceptive product companies can develop innovative and senior-friendly design, packaging and marketing for safer sex practices.
2. Marketing and Advertising - Marketing and advertising firms can develop campaigns targeting intergenerational conversations about sexual health and sexual health education.
3. Sexual Health Education and Advocacy - Organizations focused on sexual health education and advocacy can team up with brands and campaigns to increase awareness and education on STI prevention among seniors.
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