Valtech is proud to announce that its work with the Swedish Association for Sexuality Education (RFSU) has been shortlisted at the Eurobest Awards 2025 across two categories:
- Media: Use of Social Platforms
- Social & Creator: Market Disruption
The recognition highlights Valtech’s bold and innovative approach behind the Just Give a F*ck campaign, a creative breakthrough designed to make conversations about sexual health culturally relevant again.
“This campaign shows what’s possible when brave creativity meets deep platform understanding,” says Isak Landaboure Lengholm, Creative Director at Valtech. “We’re honored to help RFSU push culture forward by turning sexual health into something young people want to talk about, not avoid.”
As RFSU’s creative and digital partner, Valtech led the idea creation, strategy, platform-native execution, media activation and production that brought this campaign to life. Designed to challenge both cultural taboos and the algorithms that enforce social media censorship, the Just Give a F*ck campaign demonstrates Valtech’s ability to deliver purpose-led creativity with measurable impact.
Reframing sexual health through fearless creativity
Sexual health messaging in the Nordics had become predictable, overly sanitized and increasingly ineffective — despite rising STI rates and declining condom usage among young people. RFSU needed a new way to cut through.
“Digital censorship has long limited how we can communicate about sexual health,” says Anette Otterström, Head of Brand & Communication Nordic at RFSU. “Together with Valtech we have navigated those constraints creatively, so our message could spread without being filtered or hidden.”
Valtech uncovered a breakthrough insight: Censorship algorithms on platforms like TikTok, YouTube and Instagram cannot distinguish between a laughing face and an orgasmic expression. Using this loophole, the team created a campaign shot entirely from the shoulders up, visually bold yet fully compliant, allowing every asset to run unblocked — a rare feat in sexual health communication.
The result was a platform-native, lo-fi, creator-driven campaign designed to spark conversation rather than suppress it. Valtech activated the idea across TikTok, Instagram, Snapchat, YouTube and outdoor channels, supported by guerrilla interventions and a viral Snapchat lens that transformed raw, relatable reactions into symbols of activism.
How Valtech’s approach drove award-level results
RFSU’s shortlisting across two categories reflects the campaign’s impact and the depth of Valtech’s innovation:
- Media: Use of Social Platforms
For transforming restrictive social media environments into spaces for open, stigma-breaking conversation. - Social & Creator: Market Disruption
For challenging category norms with raw, platform-native creativity and a courageous tone that sparked widespread engagement.
The campaign generated more than 56 million impressions in a region of 27 million people, over 1.2 million Snapchat activations, and a 57% completion rate for skippable hero films — showcasing meaningful shifts in attention, attitudes and engagement. This performance directly supports RFSU's goals of driving behavioral change and strengthening brand relevance among younger audiences.
Setting a new benchmark for purpose-driven experience innovation
The Just Give a F*ck campaign demonstrates how Valtech blends strategy, creativity and technical expertise to deliver culture-shifting impact, even in highly regulated categories. The Eurobest shortlisting across two categories reinforces Valtech’s position as a global leader in experience innovation, helping brands and nonprofits alike challenge norms, influence culture and drive meaningful change.
Valtech is proud to stand alongside RFSU in this achievement and even prouder of the work that made it possible.
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 7,000-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.