The objective was to highlight child protection as a special feature of Beate Uhse Erotic TV. The strategy was to acquire new customers among parents who had previously refrained from a subscription due to their children.

Instead of using the more usual adverts featuring naked flesh, Beate Uhse released a children’s book with pictures and words that could be taken in two completely different ways. To children, the book seems innocent and fun; to adults, it seems extremely suggestive. The final page explains what’s going on:“For adults only! Kids won’t see! Beate Uhse Erotic TV with child lock.”We opted for a design in a typical children’s book style: thick card pages and illustrations that appeal to children but are nonetheless contemporary.

Using a children’s book as an advertising medium in the adult entertainment industry grabs people’s attention. The book attracted a lot of interest and significantly increased the traffic on the website. It also increased the appeal of Beate Uhse Erotic TV, despite the rather controversial nature of the adult entertainment industry.