With full creative autonomy, DarkMatter developed a campaign tailored to Gen Z’s digital habits prioritising short-form, high-energy content optimised for social media.
Our approach:

• A vibrant 60-second video designed for maximum engagement across digital platforms.
• A diverse, stylish cast embodying Gen Z’s individuality, filmed in dynamic urban settings to reflect real-life social experiences.
• A lighthearted yet informative script, balancing key health messages with humour and relatability.
• Bright colours, playful animations, and an infectious soundtrack to reinforce a sense of fun, empowerment, and responsibility.

Rather than taking a clinical or educational approach, the ad positioned safe sex as a lifestyle choice one that was cool, smart, and enjoyable.

The campaign instantly gained traction on social media, sparking conversations around safe sex and condom use—exactly as intended.

• High engagement levels, with audiences responding positively to the fresh, non-preachy tone.
• Endorsement from the WHO, who praised the campaign for its effectiveness in making sexual health discussions more accessible and engaging.
• A measurable impact on awareness, with young people actively discussing protection, STIs, and contraception in a way that felt authentic and empowering.

By aligning with Gen Z’s digital culture, DarkMatter successfully delivered a campaign that broke through the noise, making sexual health a fun, relevant, and essential conversation.

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