Nzgirl.co.nz, via WhybinTBWADAN Auckland has launched the 'Regretgasm' concept - an orgasm from unprotected, yet consensual sex that may later result in feelings of regret and sorrow,… read more following contraction of a sexually transmitted disease, or an unexpected pregnancy.
The campaign will encourage kiwi women to take charge of their sexual health throughout the party filled hedonistic days and nights of summer 2013 and beyond, and have 'more love, and less regret'.
WhybinTBWA commissioned fashion and beauty photographer, Charles Howells, to capture one couple's most intimate moment using a 'closed' set, to tell the story of how an orgasm can turn to a regretgasm.
His video is embedded on the nzgirl site, backed by outdoor creative, including a billboard, which asks the public one simple question, 'Ever had an orgasm that you regret?'
This was also replicated in contextually relevant posters, where you can 'swipe your phone to hear her moan'. Activated via a QR code it directs punters to the auto-play video, at a place and time when women are most likely going to hook up and have unsafe sex.
This was also pushed online with the #regretgasm hashtag, where women from all over New Zealand are able to share their own regretgasms. A radio campaign sharing other experiences will also be aired on George FM.
The 105,000 strong nzgirl.co.nz members can connect with the regretgasm campaign via the embedded video on the website, an EDM, Facebook and twitter posts, display advertising within the site, polls and news articles.
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