Apr 25, 2023
“Because senior STI rates aren’t looking too peachy…”
The Creative Come Up, Jems‘ “F#cking Old” campaign taps the aesthetics of nostalgia on its quest to foster safe sex.
As STI rates “show no sign of slowing down,” one demographic has flown under the radar: our grandparents. According to Jems, a brand dedicated to disrupting the toxic condom industry, “Canadians over 60 have seen a 240% overall increase in STI rates,” yet no one is talking about it.
Following its belief that “sex never gets old,” Jems taps Jane Johanson, the “daughter of globally recognized sex expert” and the “former host of the Sunday Night Sex Show“ Sue Johanson, to spark sex-positive conversation and educate our elders.
“Talking about sex with your parents or grandparents may be awkward, but frankly, has never been more necessary,” Johanson shared via the exclusive press release. “This campaign is about harnessing the power of Gen Z who talk about sex easily, and often over their vast social media networks, to bring that conversation to the older generation who often don’t understand their risks.”
To elevate the adorable, yet imperative mission, Jems is releasing the ultimate stroke of nostalgia: F#cking Old Hard candies, “inspired by the long-time association between hard candies and seniors.” In other words — tapping the energy of your grandma who always had candy or gum in her purse.
Jems
These sweet prompts will get the conversation going, as “each wrapped with a conversation starter around safe sex.” “All you have to do is pick a flavor, unwrap it and start a conversation about ‘wrapping it up’.” In the words of Jems: “Each one has a message inside: if you’re F#cking Old, make sure you’re F#cking Safe.”
Visit Jems’ website to purchase and 100 percent of sales proceeds will be donated to Action Canada for Sexual Health & Rights. An organization “committed to advancing and upholding sexual and reproductive health and rights globally.”
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