Porn Week
Porn.
It's not a topic of conversation many New Zealand teenagers choose to bring up with their parents, or their parents with them. In fact, although more than a quarter of New Zealanders view porn by the time they're 12, the topic generally remains taboo.
Netsafe New Zealand approached Not Another™ with the ambitious goal to change that with a week dedicated to raising awareness about the effects of porn on teenagers.
Porn Week aims to take something that’s on the mind of many teens – porn – out of the shadows and on the table for discussion.
Porn is one of the most taboo subjects and we wanted to break any awkwardness people have in talking about it by developing a campaign that is totally unapologetic in its creative and language. We had to be really sensitive in nailing the balance between being eye-catching while ensuring we didn’t embarrass or alienate the teenagers and their parents we’re targeting with the campaign. The playfulness of the balloons hits the perfect mark of sexual suggestiveness while still being totally approachable and unintimidating.
The whole brief from Netsafe for the first-ever Porn Week was to simply "start a conversation" around porn. How do you convince teenagers and their parents that they should have conversations about porn? By having a bit of fun with the messages, but also relaying the importance of why they need to be having those conversations. With that in mind, we can all ‘come together’ to talk about the fact porn often depicts violence, racism, and a lack of consent that can all adversely affect young people’s sexual lives.
"Without Not Another™, the inaugural Porn Week campaign would never have had the success that it had. The team brought outstanding thoughtfulness, enthusiasm, and creativity and singlehandedly developed all the creative, hero campaign messaging, and website. They cared about delivering work with a public good angle and were highly collaborative and highly responsive to client feedback."
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