When working on this brief, I realised I very much was in the target audience myself, so I thought… What on earth would make me feel more comfortable talking about STDs and sex? The direction I decided to take with this idea was ‘approachability’. In order to remove the taboo around the subject, it was important to make the visuals look and feel ‘friendly’, ‘homely’ and ‘safe’. Tea, I thought, what is more homely than tea? Would I stop in the street for someone offering me tea? Yes! Of course I would. This is how SXT ice tea was born.
The idea is simple: create a ‘safe’ place for young people to seek advice about STDs while at the same time reaching a large audience. In order to do this, I suggest creating the ‘SXT Mobile Tea Salon’. A pop up tea shop offering free tea, free cushions and chairs and free advisors on the subject matter. Now, due to cost and time limitations, this is not reflected on the visuals below, although this was the original idea.