RFSU is an unusual concept. The profits from its products – condoms, pregnancy tests, lube…and even lip balm (through brand, Carmex) and anti-fungal vaginal tablet, Candicur – go to owner, Swedish Association for Sexual Enlightenment (RFSU.se). RFSU.se uses the funds to provide information, education and advocacy related to every person’s right to decide over their own body, sexuality and identity, nationally and internationally. The company’s motto is For the freedom of every body since 1933.
The motto has been translated into a campaign by Swedish agency, Valtech Radon, that speaks to Gens Y and Z with no bullshit words and edgy visuals.
The campaign presents RFSU’s group of products as an agent of change in the fight for a world of greater freedom – freedom of speech, sexuality, love, and body.
The campaign is running in social, DOOH, cinema, and print.
@rfsu.com
@rfsu.com
Credits
Creative Agency: Valtech Radon
Director: Marcus Lundin
Executive Producer: Erik Skanmyr Hero
DOP: Mika Aberra
Producers: Klara Sundstom & Love Karlsson
Editor: Petrus Lidbeck
Motion Designers: Leo Kohler & Fredrik Dimra
Illustrator: Anderas Knutsson
Head of Craft: Kristina Robing Nyberg
Executive Creative Director: Magnus Klang
Copywriters: Marcus Pettersson, Olivia Widmark
Art Director: Gustaf Anker Soderman
PR Creative: Nathalie Folkeryd
Designer: Kalle Lund
Head of Strategy: Lukas Rose
Media Strategist: Olivia Schutz
Account Director: Johanna Linander
Project Manager: Jacob Norrby
Client: RFSU
Chief Executive Officer: Annika Jerveland
Head of Brand & Communication Nordic: Anette Otterstrom
Brand Manager Norway & Denmark: Pal Hansen
Brand Manager Finland: Maria Tyynela
Brand Manager Sweden: Tobias Leander
Communications Manager: Carl Osvald
RFSU Senior Advisor Sexuality Education: Pelle Ullholm
Head of Marketing: Christina Gjerulf Branting
You might also like
