Disruptor condom brand Jems has created a new line of hard candies to help people start the equally hard conversation with their elders regarding the importance of safe sex.
Called “F#cking Old,” the candies are a direct response to rising STI rates among Canadian seniors who find themselves re-entering the dating scene as they leave long-term, monogamous relationships. Many of those seniors are not informed about the risks that STIs pose in modern hookup culture, as the data show: chlamydia rates have risen 267% for the 65-and-up cohort over the past decade, while gonorrhea rates are up 388%.
Ultimately, the goal is to empower members of Generation Z to tackle the subject with their elders, and perhaps share a bit of wisdom that those seniors might not have.
“Talking about sex with your parents or grandparents may be awkward, but frankly, it has never been more necessary,” explains Jane Johanson, daughter of Canadian TV personality and sex expert Sue Johanson, who has partnered with the brand for this campaign. “This campaign is about harnessing the power of Gen Z who talk about sex easily, and often over their vast social media networks, to bring that conversation to the older generation.”
“Teens and their grandparents have a unique build that’s built on nothing but love and openness, meaning no topic is off limits,” adds Rafik Belmesk, chief strategy officer for Dentsu Creative, which developed the campaign. “Asking them to strike up this important conversation no one is very comfortable having thanks to this new product creates a much-needed refresher on safe sex.”
The candies can be purchased from Jems’ website and come in four flavours: Bedroom Berry, intended to spark discussions about safe sex with partners; Bawdy Banana, which tackles the topic of using protection; Pleasurable Pear, which addresses when the right time is to get tested; and Sensual Strawberry, which focuses on the fun that comes with the territory. Each of the candies are wrapped with a conversation starter about safe sex – and the importance of “wrapping it up.”
“The candies are a sweet prompt to help bridge the gap and promote healthy sexual habits amongst seniors,” explain Whitney Geller and Yasemin Emory, co-founders of the brand. “Instead of your grandma giving you a hard candy, this is a chance for you to give her one – and ignite a conversation about sexual health and the spread of STIs amongst a generation who is at risk.”