A run of global wins and shortlists
The work by Valtech continues collecting major international awards for its creativity, platform-native craft and cultural impact. Key wins and recognitions include:
Global
The Drum Awards 2025:
- Silver (Data & Insight) — celebrating the campaign’s ability to merge cultural intelligence, platform-specific execution and strategic insight
- Bronze (Social Media) — honoring exceptional social media execution that blends creative disruption with platform-appropriate storytelling
- Nominated in three categories (Disruption, Data & Insight, Social Media) — highlighting the work’s innovative thinking, strategic use of data and standout social execution
Cannes Lions 2025:
- Shortlisted (Use of Social Platforms) — underscoring the campaign’s global creativity and ability to resonate across social media platforms on one of advertising’s biggest stages
The One Show 2025:
- Bronze Pencil (Innovation - Use of Media in Social Media) — celebrating boundary-breaking work, which redefined how brands engage audiences on social platforms to drive cultural relevance and real-world impact
- Shortlisted in three categories (Innovation in Health & Media, Use of Media in Health & Wellness, Use of Media in Social Media) — highlighting the work’s creativity, strategic insight and platform-specific execution
Europe
Eurobest 2025:
- Silver (Social & Creator: Market Disruption) — recognizing its creator-native, culturally disruptive execution that reimagined how sexual health communication shows up on social platforms
- Shortlisted in two categories (Media, Social & Creator) — acknowledging the campaign’s breakthrough in outsmarting censorship and engaging Gen Z across TikTok, Instagram, YouTube and Snapchat
Swedish Content Awards 2025:
- Two Golds — celebrating the work’s cultural fluency and resonance in RFSU’s home market, Sweden
100-wattaren / Swedish Effies 2025:
- Shortlisted in three categories (100-Fattaren, International, Society & Public Opinion) — recognizing the campaign’s cultural impact, strategic clarity and ability to drive meaningful public engagement within Sweden’s most respected effectiveness awards
North America
New York Festivals Advertising Awards 2025:
- Bronze (Best Use, Innovation) — awarding inventive use of social platforms and bold, strategic creative execution
- Finalist honors in two categories (Avant-Garde, Platform Excellence) — recognizing the campaign’s forward-thinking creative approach and standout performance across platform-specific innovation
- Shortlisted in three categories (Best Use, Avant-Garde/Innovative, Platform) — highlighting global creative excellence and category-leading platform innovation
Bold, unapologetic and designed for cultural impact
The Just Give a F*ck campaign was never about provocation for its own sake.
Valtech and RFSU set out to spark honest conversation about declining condom use among young people using the same lo-fi, humorous, fast-moving creative language they use themselves.
With platform-native craft, a breakthrough insight into content-moderation systems and a creator-led visual approach, the work broke through one of the most regulated categories online without a single ad being blocked.
“Together with Valtech Radon, we created communication with honesty, courage and cultural fluency that really reached out and engaged with our target audience,” says Anette Otterström, Head of Brand & Communication Nordic at RFSU. “These wins show the impact of that approach.”
Digital craft with purpose
By transforming sexual-health messaging into a participatory, creator-style movement, Valtech engineered a platform-native ecosystem:
- Lo-fi social content shaped by real digital behaviors
- A viral Snapchat lens with more than 1.2 million activations
- Guerrilla interventions across Nordic cities
- Multichannel storytelling across TikTok, Instagram, Snapchat, YouTube and OOH
The result: 56 million-plus impressions across a population of 27 million, high engagement, zero blocked ads and a measurable lift in relevance among Gen Z.
Recognition that matters
Seeing the campaign awarded across Sweden, its home country, as well as internationally, underscores the power of culturally resonant, purpose-driven creativity.
“These wins are testament to what bold collaboration can achieve,” says Jakob Norrby, Account Director, Valtech. “When you lead with conviction and creativity you can make a real difference.”
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.