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Big Sexy Album

basics
Industry: Beauty & Health
Media:Radio
Style: Minimalism
descriptioncnen
Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

Trojan™ Brand Condoms are America's #1 condom, for over 100 years. Trojan condoms are made from premium latex to help reduce the risk of unintended pregnancy and sexually transmitted infections. They are Type 2 medical devices regulated by the FDA. Trojan is committed to public health efforts supporting sexual health.

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Trojan condoms help reduce the risk of unintended pregnancy and sexually transmitted infections. Every condom is electronically tested to help ensure reliability. More Americans trust Trojan than any other condom. Trojan promotes a safe and healthy sex life, and is dedicated to delivering high-quality products that offer pleasure and protection.

Write a short summary of what happens in the radio or audio execution or campaign.

We used The Trojan Man™, our brand’s own modern sex-positive guru, to debut our Big Sexy Album—six songs for lovers seeking sensual advice in the form of eclectic musical stylings. On the year’s longest night (Dec. 21) we launched the collection of sex-positive songs encouraging healthy and fulfilling sexual exploration. From country and pop fans to electronic and folk lovers, the album has a little something for everyone. The humorous yet catchy tracks normalize taboo topics for young adults beginning to explore sexually. ‘I Touched a Penis Today’ was an ode to exploring sexual orientation.

Cultural/Context information for the jury

Condom compliance was down, as STI rates grew in the U.S. (Gonorrhea +18.5%, Chlamydia +4.7%, Syphilis +17.6%). Additionally, social chatter about condoms had drastically decreased (a -23% decline in social conversation volume about ‘condoms’ in 2017 vs. 2016). With the advent of powerful medicine to contain the AIDS epidemic and the proliferation of contraception alternatives, condoms aren’t on most people’s minds. We needed to get condoms back into culture.

With healthy market share and strong brand trust, Trojan excelled at communicating functional benefits of condoms. But to unlock growth and encourage better condom compliance, Trojan had to be culturally relevant and demonstrate our sex-positive mission aligns with those of young sex-having people today. Creating a real music album allowed us to capture more than :06 of attention, and normalize discussion of an all-too-often taboo topic—sexual health and sexual expression—in a humorous, relatable, catchy and entertaining way.

Script: Provide the full radio advert script in English.

I Touched a Penis Today

VERSE:
When we sat on the bed
There was something between us
Today was the day
That I touched a penis

It was fleshy and weird
There in my hand
Low and behold
It began to expand

CHORUS:
I touched a penis
In a sexual way
That’s not what I thought
I’d be doing today

VERSE:
I touched a penis
What a fun body part
It’s kind of amazing
But not all that smart

It can have an erection
Whenever you call
But sometimes it happens
For no reason at all

CHORUS:
I touched a penis
It was pretty okay
No, I’m not ashamed
I touched a penis today
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The One Show 2019
Merit Health, Wellness & Pharma
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