Estonian Sexual Health Association: 14 Is Not OK

Anoorupa Bose, Siim Nikopensius, Sandra Audova

The Estonian Sexual Health Association used a content marketing-based strategy to drive mass awareness and convert it to political action within just seven days.

Campaign details

Brand: Estonian Sexual Health AssociationBrand owner: Estonian Sexual Health AssociationEntrant company: Optimist Creative - EstoniaIdea creation: Optimist Creative TalinMarket: EuropeSector: Non-profit, public sector & educationMedia channels: Social media, Outdoor, Out-of-home, Content marketing Budget: Up to 500k

Executive summary

In Estonia, the legal age of sexual consent is only 14. Every year, 14-year-old children get sexually abused because of this law, and yet all attempts to change the law have failed. The problem is, people think 14 is OK.

So the Estonian Sexual Health Association...

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