Valtech Radon, the creative studio of the experience innovation company Valtech, today announced that it has been shortlisted for the prestigious Clio Awards for its work with the Swedish Association for Sexuality Education (RFSU), in the Social Media and Specific Target Audience categories.
The shortlistings recognize the impact of Just Give a F*ck, a bold, culturally disruptive campaign that challenged conventions in sexual health communication and sparked meaningful engagement among younger audiences.
Innovation at the intersection of creativity and technology
Since the 1930s, RFSU has been a pioneer in breaking boundaries in the name of sexual freedom. With STIs on the rise, RFSU aimed to increase condom use among young people while defending its market-leading position.
Previous campaigns were repeatedly blocked by social media censorship. Analyzing years of social media performance, Valtech concluded that “playing by the rules” was no longer enough—platform AI and machine learning were actively preventing the message from reaching its audience. The team instead developed a creative strategy to outsmart these systems and deliver the campaign where it mattered most. A key insight emerged through A/B testing Meta, YouTube and TikTok’s AI moderation: automated systems often could not distinguish between a laughing face and an orgasm.
"We A/B tested our way into a loophole that Meta, YouTube and TikTok still haven't closed: their AI mistakes pleasure for laughter,” says David DeCheser, Global Chief Creative Officer at Valtech. “That one insight turned a censorship problem into a creative strategy — and delivered 56 million impressions in a region of 27 million people."
With this knowledge, Valtech launched Just Give A F*ck, the raciest condom campaign ever seen in the Nordics—while cleverly “laughing in the face of censorship.”
Redefining sexual health through culture-first creativity
Developed in partnership with RFSU, the campaign addressed declining condom use by connecting with young people in the environments and formats they use every day. Rather than relying on traditional or clinical messaging, Valtech created a creator-first, platform-native concept designed to feel authentic, participatory and culturally fluent.
Execution highlights included:
- A/B-testing matrix to bypass Meta, YouTube and TikTok’s censorship algorithms.
- Hero film and cutdowns shot entirely from the shoulders up, resulting in zero blocked ads.
- Snapchat filter, inviting audiences to turn their cum-face into the face of a hero and spread the campaign organically.
- Merch, festival activations, and guerrilla marketing across Norway, Finland and Sweden—all captured and repurposed for social media.
The campaign leveraged lo-fi content, humor, social behaviors and amplification strategies across TikTok, Instagram, YouTube and Snapchat—transforming a traditionally sensitive topic into something shareable, engaging and culturally relevant.
“This campaign was about opening a conversation that young people genuinely need,” says Anette Otterström, Head of Brand & Communication Nordic at RFSU. “Together with Valtech RADON, we created communication with honesty, courage and cultural fluency—making sexual health more accessible, engaging and relevant.”
Driving measurable cultural and behavioral impact
The campaign delivered both cultural relevance and real-world results across markets:
- 56+ million impressions in a region of 27 million people.
- 0 blocked ads, demonstrating the effectiveness of the platform-hacking strategy.
- 56.7% YouTube completion rate.
- 1.2 million Snapchat lens activations, turning the social campaign into a social movement.
By combining creativity, data and technology, Valtech not only captured attention but influenced behavior and advanced societal change.
Recognition across the global creative industry
The Clio Awards shortlists build on a strong run of international recognition for the campaign, including honors at Cannes Lions, Eurobest, The Drum Awards, The One Show and New York Festivals.
These accolades underscore the campaign’s ability to break through one of the most regulated categories online while setting a new benchmark for purpose-driven, platform-native creativity. From purpose-led campaigns to platform-native experiences, Valtech continues to help organizations connect with audiences in more meaningful and measurable ways.
About Valtech
Valtech, the global leader in experience innovation, exists to unlock a better way to experience the world. By delivering sustainable, human-centric digital solutions that prepare businesses for the future, we empower brands to leapfrog the competition and surpass best practices. Our 6,000-strong team in 24 countries crafts intelligent, personalized experiences that blend crafts, categories and cultures. At the intersection of data, AI, creativity and technology, we touch lives, grow businesses and unlock value in a digitally accelerated world. Our clients include the world’s leading brands, such as AXA, Dolby, L’Oréal, LVMH, Mars, Mercedes, P&G, Santander, Toyota and Volkswagen. See our work at Valtech.com.
About Valtech Radon
Valtech Radon is a creative hybrid agency offering creativity, strategy, production, and media under one roof. By combining our creative edge with Valtech’s expertise in digital business transformation, we create impactful communication across every part of the brand experience. Our clients include Husqvarna, Essity, Assa Abloy, RFSU, and Yale. Learn more about us at valtechradon.com