Special Wellington has brought Sexual Wellbeing Aotearoa’s new branding, ‘Let’s Talk,’ to life with an inventive campaign titled Emotional Support Bits.
The initiative encourages participants to draw their “bits” which are turned into custom plush toys – creating intimate, personalised companions to make the uncomfortable feel more comfortable.
It plays into the idea of having an emotional support item – soft toys, weighted blankets, drink bottles – that many people take with them everywhere for comfort.
Earlier this year, Special Wellington undertook the task of rebranding the 80-year-old not-for profit Family Planning to Sexual Wellbeing Aotearoa (SWA). The process including crafting the brand strategy and name, designing its visual identity and implementing it across both clinics and collateral.
Jackie Edmond, Chief Executive of Sexual Wellbeing Aotearoa, says, “The response to our brand evolution has been overwhelmingly positive. Sexual Wellbeing Aotearoa reflects the breadth of our work and connects with Kiwi in an accessible way. However, there’s still a long way to go. Our research shows the majority of Kiwi (62%) feel the need to keep sexual health concerns to themselves, with some (16%) admitting they have never spoken about them at all. We hope Emotional Support Bits helps break the silence, encouraging Kiwi to embrace these essential conversations.”
Bethany Omeri, Special Wellington’s Head of Strategy, says, “SWA’s rebrand was introduced to explicitly recognise sexual and reproductive health as a critical component of overall wellbeing. Unfortunately, societal conditioning means often people feel too ashamed to seek out the information, support or advice they need to optimise their sexual wellbeing. Emotional Support Bits directly challenges that stigma — our ‘bits’ aren’t shameful, they’re something to embrace. We hope these bits help people feel a little more supported talking about and taking care of their own bits.”
Breaking down barriers
Mark Forgan, Special Wellington’s Executive Creative Director, says, “We needed some talkability about just how little we’re talking about sexual health. Bringing peoples ‘doodles’ to life and turning them into 60cm cuddly Emotional Support Bits felt like it could achieve this impact. There seems to be emotional support ‘everythings’ out there these days – so why not now on an important subject that young Kiwi really need support with.”
Edmond adds, “We are delighted to continue our work with Special and launch this impactful campaign. Emotional Support Bits aim to break barriers in an unexpected, approachable way – encouraging Kiwi to embrace the uncomfortable, connect with their bodies, and start essential conversations. And for those who find it difficult to talk to friends or whānau, Sexual Wellbeing Aotearoa is here with confidential, expert support.”
Emotional Support Bits has already gained support from well-known Kiwi voices, including Melody Thomas, Emily Writes, Jeremy Wells, G.Lane, Morgan Penn, and Rei. The campaign has been launched across earned media, social and digital, with room to stretch.
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