The Campaign

The Thai Health Promotion Foundation wanted us to help stop the teenage pregnancy problem. Statistically, in the past 10 years 1 million unwanted babies have been born here and now Thailand is Asia’s no. 1 in teenage pregnancy.

Creative Execution

We created a tool that we could get into schools easily. An ice-cream trolley full of popsicles - with a condom as packaging. After school girls enjoyed eating the Popsicle, they discovered a pregnant shaped stick with a hidden message on it reading “No condom. No future.”

Our client handed the popsicles out for free in schools all over the country. The children then started to share the story on social media and people began to openly discuss how to have safe sex and prevent teenage pregnancy. In the end, this campaign became a new approach to sex education in Thailand.

This campaign directly addresses the target group, with a message that normally can’t be talked about openly, hiding inside. Promoting this message about safe sex and successfully making it possible to speak out loud about it, the campaign helped bring a change to society by encouraging people to openly talk about the topic of safe sex.

Insights, Strategy and the Idea

One of the problems is that in Thai culture, sex education is not an open topic to talk about or to teach in schools. We needed to find a way to help with this controversial subject about how to have safe sex.