BERGHS SCHOOL OF COMMUNICATION — 2026
RFSU
A campaign for RFSU addressing declining condom use among older adults, using humour to challenge the idea that safer sex is mainly a concern for younger people.
Brief
Develop an idea and concept that could increase condom use among older adults. The concept needed to work primarily in short-form social film, with the potential to expand into other formats.
Challenge
The idea was built around a simple contradiction: people may retire, but sexually transmitted infections do not. By placing older adults in familiar, everyday situations and introducing an awkward consequence of their sex lives, the campaign makes the subject feel direct, human and humorous rather than clinical.
Solution
The campaign centred on the line 'Könssjukdomar går inte i pension.' In the film, three older colleagues silently realise they have all slept with one another after each starts discreetly scratching through their office clothes. The tension builds through looks and silence before the reveal turns into comedy. The concept was also extended into OOH executions featuring older adults alongside the same campaign message.
