By thelaegotist / /
Playboy has released a playful PSA campaign encouraging continued safe social distancing behavior, even as shelter-in-place orders continue to lift throughout the country. Created in partnership with Austin creative agency, Preacher, “Practice Safe Six” plays off six age-old high school sex education tips updating them to apply to the current social distancing recommendations.
The messages are loud, clear, and saucy– as one would naturally expect.
“Wear Protection” recommends the use of masks in public; “Ask Permission” tells you to communicate about boundaries before approaching another’s six feet of personal space; “Limit Social Partners” urges keeping all public encounters to a minimum; “Wash Before and After” reminds you to wash your hands before and after any social contact; “Communicate” urges you to tell those you’ve come into contact with if you think you’ve been infected; and “Abstain” encourages you not to give into those “natural urges” to leave your home and see your friends. Playboy of course caveats that abstinence-first is not their usual approach to sex ed.
Playboy unleashed the campaign on its over 15 million followers across social, onInstagram, Facebook, Twitter, online at Playboy.com and on linear TV. The PSA campaign also promotes Playboy’s commitment of a one-for-one donation for each Playboy branded reusable mask sold, benefiting Special Service for Groups, a health and human service organization serving the homeless, elderly, and other vulnerable communities during the COVID-19 pandemic.
“When the Preacher team pitched us the concept, we immediately loved it,” says Playboy CMO Rachel Webber. “A cheeky PSA ripe with innuendos is the perfect playful way to encourage our audience to be safe and protect each other and themselves, and the wink to the clichés of a high school sex-ed class are a nice nod to some of our other initiatives to reinvent the way we talk about sex as a society.”
CREATIVE CREDITS: “Practice Safe Six”
Client: Playboy Enterprises International, Inc.
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
Associate Creative Director: Maxx Delany
Associate Creative Director: Nick Troop
Senior Designer: Tim Praetzel
Production Artist: Jenna Krackenberger
Exec Producer: Stacey Higgins
Business Affairs: Abbi Press
Motion Design: Proper Studios
Motion Design Art Director: Chapman Bullock
Illustrators: Nick Troop/ Tim Praetzel
Edit House: Union Editorial
Executive Producer: Vicki Russell
Producer: Julie Andreson
Editor: Kevin Ray
Assistant Editor: Drew Johnson
Music: Singing Serpent
Executive Producer: Dennis Culp
Composer: Conor Meads
Vocalist: Rebecca Jade
EP: Glen Galloway
Mix: TBD Post, Dusty Albertz
Audio Producer: Francess Thomas-Sahr