Condoms and Sex Toys are the Unlikely Heroes of Change in New Concept by RFSU

Condoms and Sex Toys are the Unlikely Heroes of Change in New Concept by RFSU

May. 30, 2023

RFSU is a well-known brand and one of the highest-ranked organisations in Sweden. Owned by the Swedish Association for Sexuality Education (RFSU), RFSU AB provides a range of products such as condoms, sex toys, pregnancy tests and the lip balm Carmex. The profit goes back to RFSU, meaning that each time you purchase a product, you also support their work for sexual and human rights around the world.

In the new concept "For The Freedom of Every Body," creative agency Valtech Radon has explored the deeper meaning behind the products, bringing to life the added value consumers get by choosing RFSU.

The campaign portrays each product as an agent of change in the fight for a world of greater freedom – freedom of speech, sexuality, love, and body.

Anette Otterström, Head of Brand & Communication at RFSU AB said:

"Our products are known for their high quality, and they solve different needs, but they also contribute to making the world a better and more pleasurable place – in more ways than one."


Magnus Klang, Executive Creative Director at Valtech Radon said:

"From start to finish, this work has been a passion project, tapping into the full spectrum of our agency's capabilities. Our goal was to bring RFSU's purpose to life in a new and entertaining way, with sex toys and condoms as the unlikely heroes of change."


The film takes place in a playful and dynamic universe, fluently transitioning through multiple worlds and incorporating elements of 3D, animation, and illustrated layers.

Marcus Lundin, director at Valtech Radon said:

"Unleashing our creative freedom was a blast, and it amplified our passion for film and storytelling – you can see it oozing out of every scene! The playful approach allowed us to experiment with various techniques and formats, culminating in the vibrant universe of 'For The Freedom'."


The concept is launched in social, DOOH, cinema, and print.

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