Netflix's hit series "Sex Education" has tackled fans' most intimate and taboo questions across its four seasons, sparking global conversations about sex education.

Topics like consent, sexual orientation, contraception, and STIs are not just fictional matters; they are crucial issues at the forefront of young people's minds. However, shockingly, 67% of 15-24 year-olds in France have never received the legally mandated three annual sessions of sexual education.

In celebration of its fourth and final season, Netflix aimed to reach these young viewers and confront the real-life gaps in information they face.

The brand provided young individuals with one last opportunity to ask their most intimate questions. Netflix launched an inclusive public-service campaign in collaboration with the French Planned Parenthood, a leading advocate for free and accessible sexual education in France.

Named "La Hotline Sex Education," the initiative aimed to encourage French youth to pose the questions they never dared to ask previously. Their queries would then be addressed by their favorite content creators, drawing on their experiences and expertise, alongside the guidance of a sex therapist.

Our primary focus was selecting content creators who authentically embodied the series' values and resonated with diverse audiences, prioritizing authenticity over follower count.

Six creators were chosen:

Shera Kerienski - @shera (Instagram) and @s.kerienski (TikTok)

Benjamin Vernet - @bennevert (Youtube and Instagram)

Edward Sad - @thedwardsad (Instagram), @EdwardSad (Youtube), @edwardsadd (TikTok)

Meryl Bie - @meryl.bie (Instagram and TikTok)

Anissa Maille - @6nissa (Instagram and TikTok)

Edwige Pichon - @wicul (Instagram and TikTok)

To effectively engage young audiences, we strategically utilized their preferred platforms and incorporated popular formats like Vox Pop interviews and "Red Flag Green Flag" verbiage.

Responding to real questions from both street interactions and social media was crucial. Creators leveraged Instagram and TikTok's native features like Q&A stickers and the "reply to comment" functionality.

Furthermore, we seamlessly integrated recurring formats from Youtubers' channels (Edward’s “Brother Tag” and Ben’s "Entre Potes") ensuring an authentic connection with our audience.

Structured across three strategic phases, this national campaign spanned a week.

Firstly, a comprehensive physical and digital outreach effort facilitated the collection of questions from young people across France via Vox Pop interview and influencer content.

Subsequently, an impactful video strategy was employed to address questions on Instagram, YouTube, and TikTok, fostering qualitative and organic engagement with fans. For over a week, sexual education inundated social media feeds.

Lastly, Netflix launched a poster campaign unveiling the five most commonly asked questions by French 15-25 year-olds. These posters, displayed nationwide, underscored the series' universal relevance and directed attention to an additional resource: the toll-free, anonymous Planned Parenthood hotline.

"The Sex Education series may be over ,but sexual education continues with Planned Parenthood" - The posters’ slogan captures the essence of the campaign, celebrating the series' conclusion while passing the torch of ongoing education to a trusted authority in the field.

The campaign proved a resounding success on multiple fronts.

It catapulted the already acclaimed Sex Education series into unprecedented visibility, garnering over 100 million views, 4.9 million engagements, and fostering a remarkable +40% positive sentiment among young audiences.

For French Planned Parenthood, the campaign marked an unparalleled milestone, granting newfound visibility and inaugurating the organization's first national outdoor campaign dedicated to promoting its toll-free hotline. Calls surged by 60% compared to 2022, with a notable 10% increase among minors, necessitating an expanded support team.

The campaign also drew widespread attention from the press, sparking numerous articles both domestically and internationally.

Most significantly, the initiative empowered young people to explore and address their questions in a safe environment, knowing they can rely on Planned Parenthood for invaluable guidance on these critical matters.