The campaign was entered under the Use of Social Platforms channel, recognizing the creative strategy behind Just Give a F*ck — a campaign that tackled stigma, sparked important conversation and carefully navigated the limitations of social media to reach audiences with honesty and care.
Rewriting the rules of health communication
For RFSU (Swedish Association for Sexuality Education), the goal was to address the growing apathy around condom use and bring sexual health back into public conversation, especially among young people.
But reaching that audience on platforms that restrict how you address sexual education posed a creative challenge. The campaign responded with lo-fi visuals, native tools and a tone that didn’t hide behind euphemism. It turned the feed into a space for real connection — not by shouting louder, but by finding the right language and format to say something that mattered.
A proud moment and a bigger mission
Being shortlisted in the Media category affirms the care, craft and collaboration behind this work — and the belief that, even within platform constraints, important messages can cut through.
Congratulations to the teams at RFSU and Valtech who brought this to life.