Learn how Lucky Bloke, a company with a social mission to educate youth & audiences across the globe around proper condom fit and size, called out Twitter for their stigmatizing ad policies that inhibit crucial sexual health advocacy. Twitter policy states that while condoms can be advertised, they cannot contain or link to any sexual content. When Twitter denied Lucky Bloke the opportunity to advertise on its network referring to this policy, it presented Lucky Bloke an opportunity to highlight the issue of stigma around condoms which inhibits condom education and use. We'll share tips and tools from the #Tweet4Condoms campaign, including: strategic campaign development, messaging, partner activation, reporter education, and measuring impact!

1. Learning Session: How to Leverage Media as
a Powerful Tool for Social Justice Advocacy
Milla Impola, Camino Public Relations
Melissa White, Lucky Bloke
April 26-28, 2015
San Francisco, CA
#YTHLive
Annual Conference on Youth + Tech + Health

2. Learning Session: How to Leverage
Media as a Powerful Tool for Social
Justice Advocacy
Melissa White
Lucky Bloke
Founder and
CEO
@AwaytoFindMe
@TheLuckyBloke
Milla Impola
Camino Public Relations
Account Manager
@MillaImpola
@Caminopr

3. Agenda
 Strategic communications
 Case study: #Tweet4Condoms!
 Tracking media narratives
 New SHGN Website!

4. Emotionalconnection

5. Case study: #Tweet4Condoms

6. Condom education as a social justice issue.
"I totally hated condoms before. Now, I love
using them. I can barely believe it.”
“The mission made me realize that there's a
whole variety of condoms to choose from that
added excitement to sex. It helped me have
better communication with my partner when
it comes to safe sex.”

7. Too sexy for Twitter?

9. Strategic Communications
The issue
Strategy &
Research
Implementatio
n
Analysis &
Restrategize
Evaluate

11. 11Goals: What does success look like?
Success

12. Audiences:
Who am I talking to?

13. 13
Strong messages
Lead with
VALUES
Authentic for
YOUR
audience
Relatable to
YOUR
audience

14. ExclusionPleasure
Lucky Bloke #Tweet4Condoms campaign
Main Message
Stigma
By categorizing condoms as
harmful content, ad networks
promote stigma that decreases
condom access and education.
Condoms are excluded from the
most powerful ad networks — to
the detriment of its millions of
users.
Lucky Bloke teaches people how
to use proper-fitting condoms,
resulting in increased pleasure
and condom usage — and thus
increased protection (from STIs
and unintended pregnancy).
Condoms save lives — & removing stigmatizing and
harmful policies that inhibit condom education and
access will save even more lives.

15. Communicationprocess
Step 01 Step 02 Step 03
Page
Internal
Brain
Intellectual
connection
Heart
Emotional
Connection

16. What is your story?

17. Personal stories in themedia
Amplifying messages, connecting with your audience.

23. Pitching & press release

24. “There’s still so much stigma and
shame attached to using condoms,
and policies like this from big
corporations just perpetuate that
even further.”
“I just think it’s interesting that corporations will censor you
when you talk about pleasure in the context of sexual health.
In fact, pleasure is how you’re going to get people to use
condoms in the first place. If condoms are too small or too big,
they’re not going to feel as good, and people won’t want to
use them. So this education is really important.”

25. “If you prohibit content about
condoms on such a global
platform, you are restricting
efforts to save lives.”

26. “When they say that a sponsored tweet can’t
contain or link to sexual content, they place a
restriction that is really a de facto ban on
condom advertising. Because condoms are
used for sex.” Melissa White, Lucky Bloke.
“There is nothing shameful or sinful about contraception,” said Debra
Hauser of Advocates for Youth, adding that decoupling sex from condom
use is both stigmatizing and counterproductive. “It’s impossible to do
good sex ed or to help young people, or anybody, feel comfortable using
contraception if you’re medicalizing it to such an extent that it’s only
about disease prevention or pregnancy prevention. It’s really about
healthy sexuality and intimacy and relationships. And those things are
important if you’re trying to sell the idea of prevention.”

28. “Lucky Bloke’s ad was rejected because it violated our policy, not
because they are a condom manufacturer,” a Twitter spokesperson
told RH Reality Check over email, linking to the “adult or sexual
products and services” policy page. “Condom manufacturers are
allowed to advertise on Twitter, along with safer sex education and
HIV/STD awareness campaigns. For example, Durex (@durexlovesex)
and Bedsider (@bedsider) have both
advertised on Twitter.”
Response from Twitter?

33. 33

37. “Ads for non-prescription contraceptive products
such as condoms and spermicides, and ads for
personal lubricants, now fall under our health and
pharmaceutical products and services policy,” the
Twitter spokesperson said.
(RH Reality Check; March 10, 2015)

38. 38

39. Success

40. Media advocacy changes the conversation

41. Letters to the editor (LTEs) & opinion editorials (op-eds)

49. Tracking Media

50. Media strategy takeaway: Reporters covering abortion
and reporters covering sex education may be different, and
it may be useful to keep the two conversations distinct
despite pressure from opponents of sex education.
dashboard.mediameter.org

51. Tweet Archivist:
https://www.tweetarchivist.com/
Tag Sleuth:
http://www.tagsleuth.com/
PeopleBrowsr:
http://analytics.peoplebrowsr.com/
Politwoops: http://politwoops.sunlightfoundation.c
om/

53. Sign up:
http://bit.ly/SignUpSHGN

55. April 26-28, 2015
San Francisco, CA
#YTHLive
Annual Conference on Youth + Tech + Health
Melissa White
Lucky Bloke
Founder and
CEO
@AwaytoFindMe
@TheLuckyBloke
Milla Impola
Camino Public Relations
Account Manager
@MillaImpola
@Caminopr
milla@caminopr.commelissa@luckybloke.com