Valtech RADON, the creative studio of the experience innovation company Valtech, today announced it has been awarded Silver and Bronze at this year’s Clio Health Awards for its campaign work with the Swedish Association for Sexuality Education (RFSU).
The campaign, Just Give a F*ck, received Silver in the Creative Use of Media category and Bronze in Social Media, recognizing its unconventional approach to engaging young audiences in conversations around condom use and sexual health.
Using platform behavior as a creative opportunity
As rates of sexually transmitted infections continued to rise across the Nordics, RFSU set out to reconnect with younger audiences who had become increasingly difficult to reach through traditional awareness campaigns.
One of the biggest barriers was platform moderation. Content related to sexuality was routinely restricted, flagged or deprioritized by social media algorithms — even when educational in nature.
Instead of adapting the campaign to fit within those limitations, Valtech developed a strategy built around understanding how the platforms themselves behaved. Through extensive creative testing across TikTok, YouTube and Meta, the team identified a recurring pattern in AI moderation systems that became the foundation of the campaign’s execution.
"It was fascinating to see how some of the world's most advanced moderation technologies could misinterpret something as simple as laughter,” says David DeCheser, Global Chief Creative Officer at Valtech.
That observation inspired us to rethink the creative approach and develop a campaign that was both culturally resonant and purpose-driven.
Designed for participation, not interruption
Instead of relying on traditional public service messaging, Just Give a F*ck was built to behave like the content audiences already engage with online — fast, playful, creator-led and highly shareable.
“To create real impact in sexual health communication today, you need to meet young people in the culture they’re already participating in,” says Anette Otterström, Head of Brand & Communication Nordic at RFSU. “This campaign succeeded because it invited audiences to engage, share and be part of the conversation instead of simply being talked to.”
The campaign combined social experimentation, creator culture and platform-native storytelling to create participation at scale.
Key elements included:
- Social-first films specifically crafted to avoid automated content suppression
- Snapchat activations that encouraged user-generated participation and sharing
- Creator collaborations and festival activations across Sweden, Finland and Norway
- Organic and paid content tailored for TikTok, Instagram, Snapchat and YouTube behaviors
- A testing framework that continuously optimized creative performance across platforms
The result was a campaign that succeeded in making safer sex culturally visible again among younger audiences.
Creative recognition for platform-native health communication
The Clio Health Awards recognize innovation and excellence across health, wellness and public service communications globally.
Valtech and RFSU’s wins highlight how creativity, technology and cultural insight can work together to tackle difficult subjects in ways that feel relevant to modern audiences.
The campaign generated widespread engagement across the Nordic region, including:
- More than 56 million impressions
- Over 1.2 million Snapchat lens interactions
- Zero ads blocked across major social platforms
- Strong completion and engagement rates across video platforms
The Clio Health recognition adds to a growing list of international accolades for the campaign, including honors from Cannes Lions, Eurobest, The One Show, New York Festivals and The Drum Awards.
By combining cultural relevance with platform expertise, Valtech continues to create experiences and campaigns that help brands and organizations connect with audiences in more impactful 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, Mars, Mercedes, P&G, Santander, Toyota and Volkswagen.
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.