Kids ask the darnedest questions, and when it comes to sex those questions can be awkward. The problem is that kids are curious and if parents don’t answer their questions, they’ll find the answers somewhere else. That somewhere else might well be porn. Online sex education resource, Amaze, exists to take the awkwardness out of sex ed. Its sex-ed YouTube series containing 100 animated videos haa already attracted more than 35 million views. This time its campaign aims to do that for parents.
AMAZE partnered with Goodby Silverstein & Partners; Sanctuary Content; film director, Aaron Ruell on the new campaign, Time to Talk, which urges parents to be the go-to for their kids’ questions. Each of the 15 second spots in the campaign has just the right touch of humour to get its message through even the most resistant mum or dad.
“During this pandemic, parents have a lot of extra time to spend with their kids,” stated David Spradlin, art director at Goodby Silverstein & Partners. “Hopefully, this will inspire some good conversations.”
“The message of the campaign couldn’t be more clear – talk with your kids or the internet will,” added Preston Lee, executive producer and partner of Sanctuary. “I was literally so inspired by the script that I used a moment during a recent drive to have one of these chats. Yeah, it’s awkward, but it’s also important.”
To help parents get started and talk with their children about the porn they will inevitably watch, Amaze also partnered with Melissa Pintor Carnagey of Sex Positive Families to develop the #AskableParent Guide to Porn. The resource features a set of videos providing context to online pornography, conversation starters, as well as AMAZE videos on porn that parents can watch with their children to spark discussion.
The guide is supported by Amaze’s #AskableParent Challenge, a six-day newsletter program that parents of 4 -18 year-olds can begin at any time to help answer kids’ questions while learning is happening at home.
Agency: Goodby Silverstein & Partners
Co-Chairmen: Jeff Goodby & Rich Silverstein
Chief Creative Officer: Margaret Johnson
Executive Creative Directors: Danny Gonzalez & David Suarez
Art Director: David Spradlin
Copywriter: Craig Shervin
Account Director: Becca Morris
Director of Business Affairs: Judy Ybarra
Production Company: Sanctuary
Director: Aaron Ruell
Director of Photography: Damian Acevedo
Executive Producers: Preston Lee & Kristen Bedard Johnson
Editing Company: Arcade Edit
Editor: Kim Bica
VFX: The Mill NY
Director of Production: Andrew Sommerville
Head of Production: Abigail Klimaszewska
Colourist: Fergus McCall
Sound Design & Mix: One Thousand Birds
Sound Design: Torin Geller & Hayley Livingston
Creators of Amaze: Advocates For Youth, Youth Tech Health, And Answer
Associate Director of Strategic Projects Amaze: Lincoln Mondy