Launching its first ever social media activation was a scary moment for Sexual Wellbeing Aotearoa – especially when it involved turning peoples’ ‘bits’ into plushies.
“It was edgier than anything we’d ever done before,” says Sexual Wellbeing Aotearoa CEO Jackie Edmond.
In December last year, Sexual Wellbeing Aotearoa and Special Wellington launched Emotional Wellbeing Bits, which encouraged Kiwis to draw their “penis, vulva or anything in between”, which could then be made into a 60cm plushie, says Special Executive Creative Director Mark Forgan.
Inspiration came from the viral social media trend of people labelling items as their emotional support, from water bottles to necklace to animals or blankets.
“It probably goes back to when we were kids, we had emotional support toys – we didn’t call them that, but they were toys that made us happy and warm,” says Forgan.
Keeping it fun
Knowing the topic of sexual health can be an uncomfortable one for many, Special suggested riffing on the emotional support trend to encourage people to connect with their bits.
The team knew the resulting product needed to be cuddly, bespoke, plushy, but most importantly, fun, says Forgan.
“That fun aspect really broke down the tension around the subject and turned embarrassing discussions into laughter.”
After connecting with a seamstress and working to create plushies that would be accurate to submitted drawings, Special engaged influencers who were willing to draw their own bits and have a plushy made.
Broadcaster Jeremy Wells unboxed his plushy live on Radio Hauraki and others, including Melodie Thomas, Emily Writes and Morgan Penn.
There’s been about 50 or so public submissions, from which a few will be chosen to have their plushies made and sent out.
People thought Family Planning was for STIs and contraception only – so the idea was to showcase the breadth of work they actually do, says Bethany Omeri, Special’s Head of Strategy.
Thinking of a campaign that encompassed everything related to sexual health was a challenge, though, and that’s how together, they landed on ‘bits’.
Very demure, very mindful
For the team at Sexual Wellbeing Aotearoa, the campaign was a big step, says Edmond.
“When Special suggested the idea to us, it’s fair to say we had to take some time to think the campaign through and make sure that it was right for us.”
Much like the rebrand the organisation went through with Special Wellington earlier the year, this campaign was another ‘be brave moment,’ says Edmond.
“Previously, we’d always prided ourselves on being very demure and very mindful. Our initial caution was to make sure that even though the campaign was fun, it was respectful, and the humour didn’t rely on anyone being demeaned or diminished.
“And I think we’ve landed it. The reach and scope of this campaign is bigger than anything we expected and has put our social media platforms in the feeds of young people nationwide.
“If the campaign makes these young people think we look like an organisation they can come and talk to, then the campaign is a success by any measure!”
A heritage brand
Rebranding a nearly 90 year old organisation was no easy feat. Edmond explains that the organisation has been Family Planning since 1939 – prior to that, it was called the Sex Hygiene and Birth Regulation Society.
“People who knew us and knew about our work, loved us. We’d known for a long time that our name wasn’t resonating with the young people we really wanted to reach. More worrying, our name was actually a barrier for many of those young people,” she says.
It was another scary moment for the team – changing the organisation’s name and branding in a way that encapsulates everything that they do and where they work.
But coming to terms with the enormity of the task, and choosing to be courageous, Edmond says the team enjoyed working on a new name.
“Sexual Wellbeing Aotearoa was the best and most obvious choice of new name. Someone said to us that, ‘it does what it says on the tin.’ We like that.”
The new name and brand platform has been well-received across the motu, with a 2024 client survey showing that nearly 80% loved the changes.
One client shared: “Certainly better than Family Planning as that doesn’t apply for everyone! I feel a bit less awks going there and more like yas health clinic..!”
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