Garage Collective – Self-Initiated Campaign
Safer In Love: Making Sexual Health Conversations Youth-Friendly
Discover Safer In Love, Garage Collective's youth-first sexual health campaign that generated 18M+ impressions and 820K microsite clicks in one month.
The Numbers That Matter
0M+
Impressions
0K
Clicks to the Microsite
0%
Click Rate
0K+
Profile Visits
0+
Video Assets Created
The Challenge
Sexual health is an important conversation, but for many young people it remains difficult to access accurate information in a language and environment that feels comfortable. The gap becomes even more pronounced in Tier 2 and Tier 3 cities, where cultural barriers, limited access to reliable information and stigma around openly discussing sexual health can prevent young adults from asking questions or finding the information they need. The challenge was therefore not simply to create more educational content. We needed to make conversations around safe sex, consent, protection, emergency contraception and STIs feel approachable, relevant and native to the way young people actually consume and share information online.
^ the "houston, we have a problem" moment
Our Approach
^ step by step, no shortcuts
Snapchat became the primary platform because of its strong youth audience and visual-first content behaviour across Tier 1, Tier 2 and Tier 3 cities.
Instead of relying on formal or clinical communication, the campaign used conversational, youth-friendly content designed to make sensitive subjects easier to engage with.
Content focused on four key areas: Protection, ECP, Consent and STIs, giving the campaign a simple and structured educational framework.
A series of short conversational videos was created to explain important sexual-health topics in an engaging, easy-to-consume format.
Formats such as Red Flag | Green Flag and Rapid Fire brought a more participative and relatable layer to the campaign.
A dedicated microsite supported the short-form content with approximately 20 educational articles written in a tone designed for younger audiences.
A set of playful campaign stickers translated safe-sex messages into shareable digital expressions that audiences could use organically in their own chats.
Garage Collective created Safer In Love, a self-initiated purpose-led campaign designed to make sexual-health information more accessible and relatable to young adults. The campaign focused on a simple principle: important information is more likely to be understood when it speaks the language of the audience and appears on platforms they already use. Snapchat became the centre of the content strategy, supported by a series of short conversational videos addressing four core topics: protection, ECP, consent and STIs. Rather than turning the campaign into a conventional awareness lecture, the content used approachable formats including explainers, Red Flag | Green Flag conversations and Rapid Fire videos to make the subject easier to consume. For audiences who wanted to explore the topics further, we developed a dedicated Safer In Love microsite with approximately 20 educational and engaging articles. The campaign was then extended into everyday digital behaviour through a series of colourful stickers carrying messages around consent, communication and safer choices. By combining short-form content, youth-first design, an educational content hub and shareable digital assets, Safer In Love turned a traditionally difficult conversation into something audiences could watch, read, share and talk about.
^ that's the big brain move
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