The brief
To engage individuals aged 15 to 35 and encourage proactive discussions, the team identified a critical need to address the lack of open dialogue surrounding safe sex within South African family dynamics.

The goal
To foster conversations and encourage action on the often-taboo topic of safe sex among South African youth.

The solution
The “Things yo mama didn’t tell ya” campaign was born, harnessing the branding of MTV Shuga Down South. This initiative used concise, witty messaging and playful custom emojis that tied into MTV Shuga’s themes. Resulting in making sexual education more accessible and engaging for the target audience.