THE GENERATION INTERVENTION
Millennials are in a big sex recession – having up to 50% less sex than the previous generation. We encouraged the generation with the most sexual experience – parents – to have ‘The Talk 2.0’ with their adult children.
To do so, we armed parents with the Four Seasons Generation Intervention Pack. Inside was everything they needed to have a modern, progressive chat with their adult child and get them back in the sack.
To launch the campaign, we didn’t engage influencers, we engaged their parents. These parents infiltrated their children’s social channels and held interventions there, when they least expected it.
Soon after, parents started holding interventions everywhere; music festivals, social media, dating apps — nowhere was safe.
By facilitating awkward, one-on-one conversations between two generations we sparked a national conversation about the sex recession benefitting young people’s physical, mental and sexual health.