The Sinclair Institute has issued over 50 titles in its 15-year history, but the Better Sex guides are its signature product.
OBJECTIVE: The Sinclair Institute has issued over 50 titles in its 15-year history, but the Better Sex guides are its signature product. Since the video series and its newly launched "Sexplorations" product show real couples and explicit content, Sinclair wanted to differentiate it from adult entertainment. "A lot of the media lumps us all together," said Peggy Oettinger, president of the institute. "The media will let you talk about sex and sexual-health issues, but when it comes to sex and sexual pleasure, there's discrimination."
IDEA: The campaign mixed educational messages with a light-hearted tone. The Institute chose New York's Museum of Sex to get doctors and educators together with the media in a meet-and-greet. A panel of experts also discussed sexual trends and attitudes in the US, such as the statistic that 70% of adults report being unsatisfied with their sex lives.
TOOLS: Trone PR created humorous press kits using a sports-car analogy, with a pen and holder shaped like a sports car's stick shift. At the event itself, which included a screening of the new instructional video, two of the couples also gave interviews. "We wanted to show that the couples could be the folks next door," said Oettinger. "They are real couples, and they are very genuine and willing to share with others their sexuality and their positive attitude about having a healthy relationship."
MEASUREMENT: Oettinger said the initial measure would be press coverage. "It will also be a very positive sign if the media calls Sinclair for assistance in seeking credible sources for articles on sexuality," she said. "I was prepared to be challenged on certain topics, but the media was very responsive to the message and the series."
Company: Sinclair Institute
Campaign: Better Sex/Sexplorations
PR Team: In-house and Trone Public Relations
Other marketing: In-house print advertising
Launching: February 2006