Emotional support things – dogs, toys, weighted blankets…water bottles – have proven their value when the going gets tough for people. People find talking about sex tough. That’s something New Zealand sexual health support organisation, Sexual Wellbeing Aotearoa, wanted to ease.
So Special New Zealand introduced Emotional Support Bits, encouraging Kiwis to draw their “bits”, which are turned into custom plush toys – intimate, personalised companions designed to make the uncomfortable feel more comfortable. Riffing off the emotional support items that many people take with them everywhere for comfort.
The idea is part of a wider rebrand for Sexual Wellbeing Aotearoa, from its former Family Planning persona. Emotional Support Bits are part of a new brand platform, Let’s Talk.
Jackie Edmond, chief executive of Sexual Wellbeing Aotearoa, stated, “The response to our brand evolution has been overwhelmingly positive. Sexual Wellbeing Aotearoa reflects the breadth of our work and connects with Kiwi in an accessible way. However, there’s still a long way to go. Our research shows the majority of Kiwi (62%) feel the need to keep sexual health concerns to themselves, with some (16%) admitting they have never spoken about them at all. We hope Emotional Support Bits helps break the silence, encouraging Kiwi to embrace these essential conversations.”
Bethany Omeri, Head of Strategy, Special Wellington, added, “SWA’s rebrand was introduced to explicitly recognise sexual and reproductive health as a critical component of overall wellbeing. Unfortunately, societal conditioning means often people feel too ashamed to seek out the information, support or advice they need to optimise their sexual wellbeing. Emotional Support Bits directly challenges that stigma — our ‘bits’ aren’t shameful, they’re something to embrace. We hope these bits help people feel a little more supported talking about and taking care of their own bits.”
Mark Forgan, Executive Creative Director, Special Wellington, commented, “We needed some talkability about just how little we’re talking about sexual health. Bringing peoples ‘doodles’ to life and turning them into 60cm cuddly Emotional Support Bits felt like it could achieve this impact. There seems to be emotional support ‘everythings’ out there these days – so why not now on an important subject that young Kiwi really need support with.”
Emotional Support Bits has already gained support from well-known Kiwi voices, such as Melody Thomas, Anita Wigl’it, Emily Writes, Jeremy Wells, G.Lane, Morgan Penn, Rei and many others. The campaign has been launched across earned media, social and digital, with room to stretch.
The public is now being called upon to have their own Emotional Support Bit, too. They can upload their own illustration and win the chance to have it made at https://sexualwellbeing.org.nz/bits
Credits:
Agencies: Special Wellington, Special Strategy, Special Production, Special Studio, Special PR
Photographer: Steve Boniface
Research: TRA
Seamstress & Model Maker: Denise Duane
