The Cause
Celebrating a new generation of women who feel empowered to take control of their sex lives
There are over 6 million pregnancies in the US every year. Did you know nearly half of those are unplanned?! UpstreamUSA was on a mission to empower women to become pregnant only if and when they’re ready — with the most effective contraceptive methods, like the IUD and implant, which are not always readily available in underserved communities. The best part? They’re making it all free.
But pregnancy isn’t the only challenge women have to navigate when it comes to sex. Did you know 95% of men reportedly…finish…every time they have sex with a partner, compared to only 25% of women? You might not have heard of “the orgasm gap” but I bet you’ve lived it. So we teamed up with K-Y, a leader in mainstream sexual health products, to flip the script sex and help normalize the importance of sexual equity.
Get It, Girl
The Birth Control Content
The state of Delaware has the highest rate of unintended pregnancy in the country. So we started there.
Our message of “me first” definitely resonated. In just 10 weeks, we turned 7 million video views and 55+ million statewide impressions into staggeringly high traffic to our site.
Contributions included:
- Music video – We made a splash by kicking off with a music video made by women for women, reminding women who’s most important…YOU! And now it’s easier than ever to take your future into your own hands. The video was directed by well-known music video director Hannah Lux Davis.
- Website, digital ads, & social content – In addition to being cool and informative, women could book their appointments and even got a free Uber ride to the clinic and back. And of course, we had to keep the girl talk going… with an active social media presence, Snapchat filters, a hilarious chat bot, and more.
- In-clinic & experiential – Women all over Delaware were treated to sassy posters and free swag when they stopped by a clinic or the booths we hosted at numerous local events and music festivals.
Campaign Recap
The Orgasm Gap Content
K-Y Intense didn’t have a huge launch budget, but we still wanted to do our part to help close the orgasm gap for couples everywhere.
Clearly, we struck a chord with women and men alike. Our little video shorts racked up almost 10,000 social media comments—many of which are users tagging other users—and thousands of shares. The product sold out on Target.com, WalMart.com, and even Amazon within the first few days.
Contributions included:
- Social content – We might have used metaphors, but our rallying cry was unmissable. It was fun to see women, many for the first time, realize that inequitable sex doesn’t have to be the norm and that it’s totally ok to advocate for yourself in the bedroom.
- TV commercials – Since K-Y also wanted to get the word out in traditional media, we simultaneously ran a steamy TV spot to pique interest in our product benefits. It was almost too hot for the networks, but with some strategic cropping and shading, we managed to get it on air 🙂
- Parallel Campaign for Men – We spoke to men differently, but with similar goals in mind. We wanted to help destigmatize performance issues so they could last longer for their partners. This campaign included some funny TV commercials, edgy OOH, and plenty of social media double entendres.
Sample Social Content
TV Commercials
Parallel Campaign for Men
Bonus Content: My friends on Team K-Y created a 53-foot cock rocket for NYC Pride.
My Contribution: I had the honor of marching with them in the parade and raising my voice in support of inclusive sexual health.
Credit
Content creation: Lindsey Montague, Domenique Osborne, Kristen Meloche, Katie Volk, Hannah Lux Davis, music by Eli Brueggemann of SNL, Molly Cranna, Catherine Johns, Bryce Aviano, Morgan Perrine, Eric Bertuccio, Rachel Roderman, Cheherazade Patel, Benji Weinstein
Leadership: Christy Blain, Toygar Bazarkaya, Luke Hughett, Sean Lee
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Lindsey Montague • Creative Director 