Don't Google It, Fumble It


Client: Fumble

The world teaches teenage boys about sex through the lenses of porn, playground chat and toxic influencers. In a world where 50% of Gen Z boys think ‘feminism has gone too far’, we wanted them to engage with sex in a more reliable way, that would prevent toxic attitudes towards women and LGBTQ+ people.

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.