Fictional case.
The Sims —
Remove the blur.
Copywriter Seraphine Radermacher
Art Director Kajsa Rusth Aprea
Problem
Sexual education in America is inadequate and, in many states, nonexistent, which signals shame and fear. That leaves young Americans in the dark on what is true concerning sex, when they don't receive proper sex education.
Can we teach young Americans the realities of sex before it's too late by leveraging the Sims brand without an in-game update?
Insight
Young people turn to the internet for answers. But the internet holds a large amount of false and misleading information. Especially when it comes to sex. So it can be difficult for these young people to know what’s true or false if they haven’t received proper sex education.
Idea
The Sims & Planned Parenthood presents a gadget that scans web results and tells you if information regarding sex is false or misleading.
The gadget will ask to be installed when you download the Sims 4 while also being available on ea.com/the-sims.
We choose the classical Sims-blur to leverage the brand awareness and get people’s attention from hinting to that the iconic blur-feature is disappearing.
Youtube, Instagram och TikTok will feature ads, places where our target group spends the most time.
OOH are also necessary for young people who don’t have access to the online world. They can come across Planned Parenthood and know there is a trustworthy space to go to, if they need it.
