Emotional Support Bits
Sexual Wellbeing Aotearoa
Special Wellington brought Sexual Wellbeing Aotearoa's new branding, Let’s Talk, to life with Emotional Support Bits, a campaign encouraging Kiwis to get talking about their sexual health. Influencers were invited to draw their “bits,” which we then traced, coloured in and handmade into custom plush toys—personalized companions designed to make the uncomfortable feel more comfortable. The initiative leverages the idea of emotional support items, like soft toys or weighted blankets, to normalize discussions around sexual wellbeing in an approachable and engaging way.
The campaign builds on Special Wellington’s rebrand of the 80-year-old Family Planning organisation, now known as Sexual Wellbeing Aotearoa. By turning stigma into empowerment, Emotional Support Bits aims to help Kiwis break the silence, connect with their bodies, and start essential conversations. To make your own Emotional Support Bit, visit sexualwellbeing.org.nz/bits.
“62% of New Zealanders feel the need to keep sexual health concerns to themselves.”
— Sexual Wellbeing Aotearoa Research
Art Direction with Special Wellington
Bits Coverage
Emotional Support Bits has already gained support from well-known Kiwi voices, including Melody Thomas, Emily Writes, Jeremy Wells, G.Lane, Morgan Penn, and Rei. The campaign has been launched across earned media, social and digital, with room to stretch.
