Own the Awk: Helping Young Adults Talk About Sexual Health
Overview
Many young adults want to talk openly about sexual health and relationships, but uncertainty, embarrassment, and a lack of communication skills often get in the way. Research conducted by the National Coalition for Sexual Health (NCSH) found that 93% of young adults wanted more open conversations about relationships, while 97% believed stronger communication skills would improve their relationships.
Challenge: Breaking Through the Awkwardness
Young adults want healthy relationships and good sexual health, but those conversations don’t come easily. In NCSH's research, 49% of young adults said they don't know when or how to bring up a topic, and 54% worry about hurting a partner's feelings when they do.
Solution: Research-Informed Communication
Altarum helped NCSH build Own the Awk, a national multimedia campaign designed to make these conversations easier to start. The campaign is grounded in NCSH's surveys and focus groups with young adults, and uses humor and real-life scenarios to lower the stakes. Its tools include short videos, conversation scripts, a digital card deck for icebreakers, and a bilingual website covering seven relationship and sexual health topics.
Results: National Reach and Engagement
In its first year, Own the Awk generated more than 227,000 website visits, 286,000 page views, and 220,000 actions, such as video views and card deck plays. On social media, content from paid influencers earned a 45% engagement rate, and at least 50 organizations and individuals promoted the campaign. Own the Awk also secured more than 1,100 media and podcast placements and has won 13 communications and creative awards.