With only 30% of students claiming their school sex education prepared them for adult life (NUS, 2015), many feel that the UK system is outdated and too focussed on the biology. With curriculums ignoring topics relevant to modern relationships, today’s teens are forced to turn to pornography or informational websites for their sex education. While porn can give teens harmful ideas about sex, existing websites are also inappropriate, being too text-heavy for a generation of visual communicators.
Intimate is a website that seeks to give teens practical and up-to date information on modern sex & relationships. Different from existing resources & designed with internet-savvy teenagers in mind, the site uses animated GIFs to support all educational content making concepts clear & simple to understand.
The logo is designed to be open to interpretation. Less experienced teenagers might see two people in the letter 'i', others might see a sexual organ.
The chalk texture gives the brand warmth & personality, implying the content won’t look at sex clinically.
The logo comes from a full typeface based on LL Circular
Animated videos are the brand’s unique selling point, and appear on every page. Using abstract graphics, Intimate can handle sex & relationship concepts sensitively, memorably & quickly for a teenage audience with short attention spans.
Different from competitors Brook and Scarleteen, the Intimate website is uncluttered and focussed on visuals. All content is easily shareable, allowing Intimate’s online community to grow & educate eachother.
The poster campaign is simple but effective with thought-provoking quotes, bold colours and imagery.
Across the campaign, the copy gives agency to teenagers, encouraging them to question their non-standardised system (EDIT: by September 2019 the government will have standardised and updated the curriculum!) and take education into their own hands.
The campaign videos take a more personal approach to each issue, with a relatable conversational voiceover. Videos would gain exposure as pre-rolls on 4oD & Youtube, which 50% of teens visit daily (Childwise, 2016). Below you can find one animated advert and two additional animated storyboards.
Finally, the Intimate brand extends to social media sites Tumblr and Instagram. Content here would support & build on the rest of the campaign, and offer a community space for teens to discuss their sex-education experiences and feedback on the website’s content.