US – Playboy’s latest campaign draws on the similarities between social distancing guidelines and safe sex.
The campaign, Practice Safe Six, was created to drive greater awareness of social distancing measures in order prevent the spread of Covid-19, particularly with many cities beginning to lift quarantine restrictions. To communicate its advice, Playboy taps into clichés of sex education, featuring advice such as ‘wear protection’ and ‘ask permission’. The animated narrative and voiceover are a playful nod to advice more commonly shared in the context of practising safe sex.
As Rachel Webber, chief marketing officer at Playboy, explains: ‘A cheeky PSA ripe with innuendos is the perfect playful way to encourage our audience to be safe and protect each other and themselves, and the wink to the clichés of a high school sex-ed class are a nice nod to some of our other initiatives to re-invent the way we talk about sex as a society.’
During the inter-Covid period, those looking to meet new people will particularly benefit from this increased awareness. In Socially Distant Dating, we explore how apps sparking new connections can maintain safety messaging in a lighthearted and relatable tone.