National Coalition for Sexual Health
OWN THE AWKIntegrated Multimedia Campaign
85% of young adults want to talk more openly about sexual health and relationships—but most don’t. Fear of awkwardness keeps essential conversations about STIs, boundaries, pleasure, and consent off the table. This communication gap contributes to higher rates of unplanned pregnancies, STIs, and unhealthy relationships among people ages 18 to 26.
Awkwardness isn’t the enemy—it’s the entry point. Young adults told us (via national surveys and 16 focus groups) that they’re not afraid of these conversations. They’re afraid of not knowing how to start them.
A multimedia campaign designed with young adults, for young adults. Using humor, real-life scenarios, and awkward-but-relatable moments, Own the Awk repositions discomfort as the first step to real connection.
From interactive tools to relatable content, the campaign gives young people exactly what they asked for: help navigating tough talks about relationships, sex, and communication. Quirky portraits. Cringe-worthy honesty. Free shareable materials. All built to make “the talk” less scary—and more human.
Own the Awk flipped the narrative. What once felt intimidating now feels empowering. Because when you own the awkward, you open the door to healthier, safer, more pleasurable experiences.
To authentically reflect the audience, we created a custom photo shoot inspired by the timelessly awkward charm of staged department store portraits—leaning into cringe with a wink of innuendo to make the uncomfortable feel disarmingly relatable.
Bold, expressive illustrations extended the brand’s visual language—pushing it into graphic territory while maintaining the campaign’s over-the-top tone. They offered a playful, flexible way to address specific and sensitive topics with clarity and style.
CCO: Russell Hayer
ECD: Aerien Mull
CD: Colin Barnes
AE: Anna Jaffee
AD: Jill Responte
AD: Dani Simmons
AD: Em Spitler
SCW: Matt Namey
CW: Alyssa Grubenstein
PD: Bronie Brunet
ED: Castaño Group
D: Tamar Levine
