Valtech is proud to announce that the Just Give a F*ck campaign, created in partnership with the Swedish Association for Sexuality Education (RFSU), has won Silver at the 2025 Eurobest Awards in the Social & Creator: Market Disruption category.
The win recognizes Valtech’s bold approach to purpose-driven communication and its ability to challenge norms, leverage creator culture, and break through one of the most restricted categories online.
“This work shows what’s possible when a tenacious creative team uncovers a surprising insight into how the platforms filter content,” says David DeCheser, Global Chief Creative Officer at Valtech. “We’re incredibly proud to see this work recognized for pushing boundaries and sparking real conversation.”
A campaign designed to disrupt the category
As the strategic and creative lead behind the Just Give a F*ck campaign, Valtech built a disruptive, creator-native concept rooted in the realities of how young people communicate today. Instead of polished brand advertising, the campaign adopted the tone, style and behavior of content made by creators — lo-fi visual language, in-platform editing tools and formats designed to feel fast, raw and culturally fluent.
Valtech activated the idea across TikTok, Instagram, Snapchat, YouTube and OOH channels, supported by guerrilla-style interventions and a viral Snapchat lens that transformed expressive reactions into a symbol of activism and conversation.
Working within strict platform guidelines for sexual health content, Valtech engineered a system that remained honest, direct and relevant while still fully compliant and optimized for reach.
Redefining what creator-led purpose campaigns can achieve
Recognition in the Social & Creator: Market Disruption category highlights how the campaign broke established patterns in the sexual health space:
- Creator-first execution that mirrored how content is actually made and shared
- Disruption of category tone, shifting from clinical messaging to human, relatable expression
- Platform-native storytelling engineered for participation, not passive consumption
- A bold visual system that balanced authenticity with compliance
- A culturally sharp approach that invited young people into a conversation brands typically avoid
“This campaign was about opening a conversation young people really need,” says Anette Otterström, Head of Brand & Communication Nordic at RFSU. “Together with Valtech we created communication with honesty, courage, and cultural fluency — and this recognition shows the impact of that approach.”
The work also delivered exceptional results:
- More than 56 million impressions across a population of 27 million people
- More than 1.2 million Snapchat lens activations
- 57% completion rate on skippable hero videos
- 0 blocked ads, despite highly sensitive content
- Significant lift in sentiment, conversation and brand relevance among Gen Z
A new benchmark for disruptive, purpose-led creativity
The Eurobest win underscores Valtech’s commitment to Experience Innovation — work that merges strategy, creativity and cultural insight to shift behaviors and spark meaningful dialogue. It highlights Valtech’s ability to help purpose-driven organizations navigate sensitive topics with intelligence, craft and boldness.
Valtech is honored to celebrate this achievement with RFSU and proud of the fearless 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.