To launch the final season of Sex Education, we wanted to get fans hyped and remind them why they love watching the show. We were briefed to create an in-world piece of content that felt like it could live within the franchise and give fans who can’t get enough, that little bit extra. Our key objective was to drive positive sentiment around both Season 4 and Sex Education as a whole, getting fans talking about our characters and driving home a positive message to young adult audiences about exploring female sexuality. We needed to infuse the show’s humour into the piece, using the fact that comedy is a great tool to lessen stigma and connect around topics that may usually make people feel awkward or pressured, in order to create a piece that really grabbed the audience’s attention and engaged them in the subject matter.

One of Sex Education’s most beloved characters, Aimee Gibbs, records a video blog in which she reviews a number of different sex toys. Her frank approach to her experiences, along with her signature eccentricity and even innocence gives the piece a level of wholesome humour. For part of the video, she is joined by sex therapist, Dr Jean Milburn, who brings her expertise to the vlog and discusses safe ways to play. The pair have a lot of fun together, talking about the toys and signing off with a saucy new catchphrase.

DIY Diaries received over 3.3 million views and over 341 thousand engagements. Where we really knew we’d succeeded in hitting our objectives however, was in seeing the comments sections across the platforms. Some examples of the praise we received from audiences are as follows:

“I’d watch ten seasons of this.”

“This is gold.”

“I need this to be a whole web series.”

“They know their audience.”

“Oh my god this is genius. I love Aimee and Jean, but I especially love their dynamic together 💕 plus some real educational material too!”