In the 2019 Book Biennal, the largest literary event in Brazil, the ultra-conservative mayor of Rio de Janeiro, sent a team of law enforcement agents to seize "inappropriate content": a Marvel comic book featuring a gay kiss.

The internet was enraged, and before the confiscation, one of the biggest brazilian influencers, Felipe Neto, purchased every comic book copy and gave it away to the Biennial attendees.

To launch the second season of Sex Education, a show committed to confronting stereotypes and taking the stigma out of sex, and with the challenge to promote it organically only, we felt the urge to jump on the conversation advocating for sexual freedom and education in a sophisticated, provocative, culturally relevant and also humurous way (cuz that is exactly what this show is about).

In the “What a Lack of Sex Education” campaign, we flipped expectations by revamping important scenes from the show into physical and digital comic books, making sex education accessible to the public.

To spread the word, we partnered with the third biggest brazilian youtuber and pivotal influencer to take action during the comic book scandal, Felipe Neto.

By taking key moments from the season and adding overlays of local and commonly misunderstood sex expressions, the OOH campaign also helped shinning a light on the urgency for better sex education in the country, by making people laugh from their own miseducation.

Sex Education attracts a younger audience. 66% of the show’s overall audience is 18-34, over-indexing the most among 18-24s. And since the fans are our most loyal ambassadors and biggest media channel, we’ve made sure to listen to them closely and speak the same language.

All the campaign executions insights came from social listening and search trends, from the slangs we used on the comic book announcement video and language in which we sneaked the scandal in the story without directly mentioning it, to the sex expressions we used in the OOH.

We’ve captured people’s attention with the teasing OOH that intrigued them to think about how sex educated they actually were, preparing the ground for the film, featuring Felipe Neto, that announced the season driving to the comic book experience website and calling them to participate in spreading the wisdom.

Due to the intriguing creative, a few strategically positioned OOH placements guaranteed national coverage. Warming up to the digital campaign launch that happened in the same week as the show premiered, leveraging the natural spike in conversations when the season launches to boost reach using fans to amplify our voice.

The groundbreaking campaign reached millions of people, with the majority of it being organic reach.

With a very low media spend “What a Lack of Sex Educatioon” was one of the most mentioned Netflix campaign of the year.

Over 265k spontaneous mentions.

Nearly 500.000 people read the Comic Book

107.000.000 campaign impressions

Over 50+ press pick-ups

More than 7.700.000 total views

It is hard to measure how “What a lack of sex Education” changed behavior, but looking at a few of the conversations spiked by the campaign, we are very positive to say we’ve made up some minds:

“I love a brand called @Netflixbrasil! Doing what our government doesn’t. #sexeducation”

“When a campaign is a social necessity, we promote for free #sexeducation #netflix”

“Congrats @felipeneto. We all need #sexeducation. Watch and learn @DamaresAlves”