How Hardcore Porn Helped Us Do A Little Good

Monique Alexander stars in our sex-ed PSA, #GiveTheTalk.

Opportunities are everywhere to change the world for the better.

by Celine Faledam and Rachel Guest

Between making digital banners for your credit card client and late-night pitches, it’s easy to forget the real significance of working in advertising — you have the power to change behavior.

As creatives, the opportunity to make positive change in the world usually comes from the client brief. But not always. Sometimes they come in the form of a mother delivering an open letter to her young son about porn.

Well, it did for us.

Last year we attended a women’s conference, and listened to a mother discuss the impacts of hardcore online porn on her son. She detailed some of the research around porn and kids, such as the fact that nearly 90% of children have seen hard core porn by age 11 (Novus Report). We were shocked. Not by porn itself, but by the fact that in today’s Modern Media Culture, we were ignoring its impact.

It was clear porn needs to be included in the conversations we are having with our children, and we need to start those conversations much earlier. But parents just aren’t aware of this new reality. Turns out, porn is still considered a taboo topic, and schools or policymakers aren’t going to be tackling this issue any time soon.

But as marketers, we can.

Following the conference, we pitched an idea to the founders of Mistress Agency. As parents and creatives themselves, they generously gave us the green light to try and make a positive difference in sex education.

Today, June 1, on International Children’s Day, our pro-active campaign ‘Give The Talk’ launches.

As with any pro-bono campaign, we wanted to reach a lot of people, with next to no media budget.

Our hook? Use adult entertainers to deliver a PSA-style film to parents (because after all, no parent wants to think of their 9-year-old getting sex advice from hardcore stars). The porn industry also isn’t too fond of being kids’ sex-ed teachers, and AVN Hall of Fame adult entertainment star Monique Alexander was all too happy to jump on board for the cause.

Watch the film:

But it isn’t enough to simply raise awareness. In fact, it seems unfair to drop this bomb on parents and then leave them to fend for themselves. Understanding our experience is in marketing, not child psychology, we partnered with not-for-profit organization Amaze.org to pull together a credible guide for parents, at GiveTheTalk.com.

GiveTheTalk.com

Of course, our hope is that the campaign goes viral and every parent not only sees this campaign, but also feels equipped and empowered to start an open dialogue with their kids. Or perhaps only 10,000 parents pledge to “give the talk”.

Either way, the opportunity to work in an industry and at an agency that allows you to make a positive impact at all — is reward enough.

Let’s talk about sex-ed. Join us on Twitter, pledge to #GiveTheTalk, and check out #GiveTheTalk coverage in Adweek.

Celine Faledam and Rachel Guest are creatives at Mistress.