Statistics show that sex education is required in twenty-nine states plus Washington D.C., but only seventeen of those states require that it be medically accurate and age-appropriate. And six states actually require instruction discriminating against LGBTQ+ people.
Queer Sex Ed was created to stand in that gap of knowledge. Queer Sex Ed a five-part web series that features groups of LGBTQ+ friends discussing an array of topics, including: sex in the media and porn literacy, self-pleasure and relationships, sexuality and disability justice, and asexuality and sexual health. These groupd are joined by professional sex educators Melina Gaze (cofounder of vulgar.mx) and Dr. Lexx James, LMFT, CSE, CSES (founder of The Institute for Sexuality and Intimacy), who provide context and ask/answer questions to the discussed topics.
"Queer Sex Ed" is presented with media partner Q.Digital and app partner Hornet. Before the series premiered on October 19th, we released a series trailer on all of our social accounts to create buzz and excitement for the upcoming series. We switched out our cover photos on Facebook and Twitter to reflect the new series.
The first episode of the series launched on October 19th on YouTube with an accompanying episodic trailer. The five-episode series released weekly with full episodes airing on YouTube and episodic trailers released on all of our social accounts. The episodes were also accompanied by a Queer Sex Ed EduGuide for further learning inside of the classroom, GSA club, or personal friend groups. We also created reaction videos on TikTok with castmembers for a continued media rollout.
Since its launch, the series has garnered over 4,100,000+ impressions across platforms that include Instagram, Snapchat, TikTok, YouTube, and Facebook with 1,100,000+ in reach and 25,000+ in clicks using our paid media strategy. The series was also featured in HypeBae, SheKnows, and Yahoo.
For paid media from a channel standpoint, Snapchat drove the majority of clicks (swipe ups) to our ads—with a total of 11,938 Swipe Ups. The top-performing ad from Snapchat was for Episode 2: Pleasure. Our second highest performing paid channel for this campaign was TikTok. The top performing ad for this channel was for Episode 1: Media