WELLINGTON, Today: Special has rebranded the 80-year-old Family Planning brand into Sexual Wellbeing Aotearoa (SWA), creating a fresh identity and rolling it out across clinics and communication channels.
Building on this transformation, Special has launched SWA’s new brand platform, Let’s Talk, with the playful and impactful campaign, Emotional Support Bits.
This initiative invites participants to draw their “bits,” turning them into custom plush toys. These intimate companions make discussing uncomfortable topics a little more approachable.
Jackie Edmond, Chief Executive of SWA, says: “The response to our brand evolution has been overwhelmingly positive. However, there’s still a long way to go in breaking the silence.”
“We needed talkability about how little we talk about sexual health. Turning people’s doodles into cuddly Emotional Support Bits felt like the perfect approach.” – Mark Forgan
“Our research shows the majority of Kiwi (62%) feel the need to keep sexual health concerns to themselves. Emotional Support Bits encourages them to embrace these essential conversations.”
Bethany Omeri, Special Wellington’s Head of Strategy, explains, “SWA’s rebrand recognises sexual health as critical to overall wellbeing. This campaign challenges the stigma and supports people in talking about their ‘bits.’”
Mark Forgan, Special Wellington’s Executive Creative Director adds, “We needed talkability about how little we talk about sexual health. Turning people’s doodles into cuddly Emotional Support Bits felt like the perfect approach.”
Jackie Edmond continues, “We’re excited to launch this campaign. Emotional Support Bits break barriers in an approachable way, encouraging Kiwi to connect with their bodies and start essential conversations.”
The campaign has gained support from notable Kiwi voices like Melody Thomas, Emily Writes, and Jeremy Wells. It’s rolling out across earned media, social, and digital platforms.
Now it’s your turn! Submit your own illustration below and you could win the chance to have your very own Emotional Support Bit made.
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