Playboy has launched a cheeky (dare we say sexy?) PSA that points out the humorous similarities between the guidelines for social distancing and those for practicing safe sex. Entitled “Practice Safe Six” and developed in partnership with Austin-based creative agency Preacher, the PSA plays on the clichés of high school sex education to spark a smile and drive greater awareness of effective social-distancing measures.
Ultimately, the goal is to help contain and prevent the spread of COVID-19, especially as many cities begin to lift some of their shelter-in-place orders.
The Practice Safe Six PSA takes six tips viewers may remember from their teenage sex-ed classes and playfully applies them to today’s social-distancing regulations:
- “Wear Protection” recommends that you use masks in public;
- “Ask Permission” tells you to establish boundaries before approaching another’s six feet of personal space;
- “Limit Your Social Partners” calls on you to keep 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;
- “Abstain” encourages you not to give in to those “natural urges” to leave your home and see your friends—though abstinence-first is not our approach when it comes to sex ed.
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.”
CLIENT: Playboy Enterprises International, Inc.
CMO: Rachel Webber
- 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