The campaign was based on reaching the widest possible audience, and with as many as 6 radio plays addressing the issue of people of different ages, the target was exceptionally broad. The means of outreach were national media - lifestyle, women's, opinion and marketing, as well as creators who make a real impact on the communities they follow and generate discussion in the digital space and beyond.

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For this campaign, we joined creative forces with the agencies Przestrzeń and Polot to maximize the potential of a topic that in Poland we are more often silent about than discuss. Sex in Poland is still a taboo subject, and the reason for this is nothing other than the culture of shame that has been built up for centuries. Our activities were aimed at not only exposing this shame, but also breaking it down. We did this through, among other things, a video promotion in which the topic of sexuality was confronted with the singing of a gospel choir - a symbol of spirituality, joy and community, and an interactive mural on Jaworzyńska Street in Warsaw. Passersby could read the message encrypted on it - a short story about sexual needs. To discover it, one had to use a filter on TikTok or Instagram.

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Other important elements of the campaign included activities such as sending out press releases, launching mass media promotions and coordinating paid collaborations with individual media outlets and influencers. 

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1 Mapping media and creators who enjoy authority in the lifestyle category, but also in the educational category. We wanted content with seemingly "uncomfortable" topics to fit naturally into their daily content.

2 Identify touchpoints - that is, where, how and why, media and creators should speak. 

3. running the press office of the brand at the campaign - taking care of media relations and maintaining the right dynamics in the execution of activities are very important points of implementation at the time campaign.

4 Prepare a crisis communication manual in case the narrative around the campaign begins to focus on threads that distract from the clue of the campaign - that is, spreading awareness of sexual needs, and promoting the radio plays that were the axis of the campaign.

5. coordinate media and influencer communications with the current Topic of the Week present on the SEXEDPL Foundation's communications channels

The results we expected and... Which exceeded those expectations:

1. interview by Natalia Kusiak, Storytel ambassador, with Maciek Musiał, who is one of the actors reading the radio play "Aware of Rights and Responsibilities." The interview was widely reported and engaged the audience in a larger discussion, and was reprinted in lifestyle media and quoted on gossip sites.

2. over two million campaign reach in media alone and over one hundred million (!) impressions of campaign content!

3. nearly two million impressions of the ambassadors' publications and boiling discussion on sex!

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The "(Let's Not) Talk About Sex" campaign has produced significant results. 

1. FORBES, ONET, Wyborcza, Wysokie Obcasy, Pudelek, newonce, Polityka, ELLE - the most popular and largest media in Poland talk about sex. 
2. The discussion under the publications of authors from Katarzyna Miller, Justyna Mazur, Paulina Mikuła and Natalia Kusiak, among others, boiled over and was based on sometimes extreme approaches - we wanted everyone to have a voice in the discussion, which is why as many as 6 radio plays were created for the campaign, addressing the challenges of different groups.

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