Don't Google It, Fumble It
So, we partnered with Fumble, the sex education charity. We used search data to identify the topics they wanted answers to (‘is the female orgasm real?’ is a top google search) then created social content that uses their visual language - emojis - to address the identified topics. This approach meant we didn’t fall foul of social platforms’ restrictions and bans on sex-related words, encouraging them to ‘Don’t Google it, Fumble it’. We also held their attention with long form copy that discussed sexual intimacy in detail using solely emojis. A light-hearted solution to a serious problem which is making our culture and relationships with ourselves and one another better.