Valtech has been awarded a Bronze Pencil at The One Show 2025 in the category of Innovation – Use of Media in Social Media for our work with RFSU on the Just Give a F*ck campaign — a bold, boundary-breaking initiative that redefined how brands use social platforms to connect, provoke and drive cultural relevance.
This recognition is a powerful validation of our global commitment to experience innovation, where creativity, technology and culture converge to invent new ways for brands to engage people in meaningful, measurable ways.
Experience Innovation made real on social
RFSU, the Swedish nonprofit focused on sexual health and education, came to Valtech with a challenge: tackle rising apathy around condom use among young audiences — and do it in a way that felt authentic, raw, and culturally on point.
The result was Just Give a F*ck, a campaign that turned traditional awareness efforts on their head. Designed entirely around the behaviors and tools of Instagram, the campaign blurred the line between brand storytelling and social participation. From lo-fi videos to interactive story features, we built an innovative experience for social channels.
The campaign reframed sexual health as something to care about not quietly, but proudly — without filters, without shame, without compromise.
A creative recognition of real impact
Winning in the Innovation – Use of Media in Social Media category is a recognition of the kind of innovation that matters: the kind that makes platforms work harder, makes audiences feel seen and makes a cultural dent.
This is what experience innovation looks like in action — not just inventing new ways to show up, but delivering real value, connection and resonance at every touchpoint.
At Valtech, we believe innovation happens when we combine sharp cultural insight with creative technology. Just Give a F*ck proves that when you take risks and meet audiences where they are, you can turn even the most avoided topics into catalysts for change.
About The One Show
Run by The One Club for Creativity, The One Show is one of the industry’s most respected global awards programs, honoring excellence in advertising, design and digital innovation since 1973.
Being recognized for innovation in social media underscores our ongoing mission to help brands lead the way with ideas that challenge convention and shape the future of experience.
About Valtech
We partner with ambitious brands to drive experience innovation, building what's next in marketing, commerce and connected experiences. Whether you’re rethinking your social presence or launching a culture-shifting campaign, we bring the creativity, technology and strategy to make it real.