Together, with Emmy-nominated Portlandia director, Alice Mathias, R/GA created Roo High School and sent You Tube stars Eva Gutowski, the Bell Twins and James Butler, plus barrier-breaking model La Shaunae Steward and transgender activist Aaron Philip, back to Prom.
R/GA tapped its creative team and in-house influencer studio to source a diverse group of influencers between the ages of 18 to 24.
I feel like there is a lot of shaming in our culture around neediness, and the more feminine expression of attachment, ( which is a beautiful and natural thing in relationship, without which our relationships would never endure the tests of time!
) Because of this shaming many people are scared to have the conversation around after care, or own up to the desire to just have sex without any kind of on-going connection?
The stars created an entertaining, inclusive experience for viewers, using Roo to answer questions about gender, identity, puberty, masturbation, pronouns, prom, and of course, sex. Eva Gutowski live-streamed the full series on her You Tube as a Pre-Prom Watch Party and segments from the series were syndicated on Planned Parenthood’s You Tube page.
To date, the series has driven more than 6.8M paid and organic impressions reaching over 3.7M viewers.
And it just isn’t a common thing in our culture to raise these questions.
There is a tendency towards hedonism, and a feeling of rebellion against the societal norms.The campaign yielded almost half a million total engagements, including likes, comments, and link clicks.Eva Gutowski’s in-feed post out performed industry benchmarks by four times and achieved an unbelievably low 0.005 percent negative feedback rate from audiences.It’s just best to find out how each other feels, prior to uniting sexually. There is vulnerability here, shame, I even felt slightly humiliated.
But now I’m trying to view it with a sense of humour, some of the Divinely orchestrated moments over the whole experience of how the fucking UNIVERSE what ever that is kept bringing us together, and the sequence of events. I didn’t just make the mistake once I made it twice with the SAME person.
R/GA picked a peak moment for this demographic to launch its interactive campaign -- prom season.