RFSU works to shape public opinion around sexual and reproductive health. At Way Out West, they wanted to reach young people and challenge a perception of sex as something less open and less playful. The ambition was clear. To make sex feel as natural and joyful as music.

So we brought the two together. We created The Livebrator, a connected sex toy that translated live music from the festival into physical sensation. Every performance. Every beat. In real time. If you couldn’t come to the festival, you could come anyway. The idea created an emotional connection between the audience and RFSU’s message of joyful sex through music. At the same time, it introduced a device that sparked curiosity, laughter and conversation.

The idea was covered by major news outlets, including national public radio, where the product was tested and reviewed. The campaign reached over 18,000,000 people and positive mentions of RFSU increased by +75% vs previous year. The campaign generated 720,000 organic views on social media, without paid media. It was even brought up live on stage by an artist in front of 40,000 people.