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Dear Dicks

Purpose Group
Dear Dicks by Purpose Group

credits

Title
  • Dear Dicks
Entrant
  • Purpose Group

About This Project

Summary

Dear Dicks is an awareness campaign written and designed by women to educate the world’s “dicks” about how to close the orgasm gap. Using social data and paid media, we delivered our content to Dicks—heterosexual men named Richard, Rich, or Dick—on Instagram and X. The social posts drove people to DearDicks.com, which featured enticing visual descriptions on how to pleasure a woman. The campaign inspired our target audience to change their behavior, resulting in more equality in the bedroom.

Goals & Objectives

The goal was to get our audience to engage with our campaign content — education on how to close the orgasm gap — on social media and our website. We also sought to combat orgasm inequality by motivating both sexes to advocate for comprehensive, pleasure-positive sex education in schools.

Results & Impact

The campaign generated 113,000+ views in the first 48 hours. SIECUS saw a 26% social growth and a 56% bump in site engagement; significant because our work on social media was organic, not paid. We also enabled people to send 1000+ emails to congress urging support for comprehensive sex ed.

the team

Dina Peck
  • Chief Creative Officer
  • The Purpose Group
Matthew Shepatin
  • SVP, Group Creative Director
  • The Purpose Group
Tyler Maxson
  • SVP, Creative Director, Art
  • The Purpose Group
Samantha Izurieta
  • VP, Associate Creative Director
  • The Purpose Group
Franky Jin
  • VP, Copy Supervisor
  • The Purpose Group
Angela Wyan
  • Group Art Supervisor
  • The Purpose Group
Annelis Rivera
  • Senior Art Director
  • The Purpose Group
Lindsei Barros
  • Creative Director
  • CDM NY
Kara Amedori
  • VP, Creative Director
  • CDM NY
Grace Taylor
  • Associate Creative Director
  • The Purpose Group
Jennifer Casey
  • VP, Editorial Director
  • The Purpose Group
Jane Ma
  • Associate Managing Partner
  • The Purpose Group
Arlene Jamo
  • VP, Group Account Director
  • The Purpose Group
Nate Platzner
  • Video Editor
  • The Purpose Group
Michelle Slaybaugh
  • Director of Social Impact and Strategic Communications
  • SIECUS: Sex Ed for Social Change
Darrion Beckles
  • Communications Manager
  • SIECUS: Sex Ed for Social Change
Dina Peck
  • Chief Creative Officer
  • The Purpose Group
Matthew Shepatin
  • SVP, Group Creative Director
  • The Purpose Group
Tyler Maxson
  • SVP, Creative Director, Art
  • The Purpose Group
Samantha Izurieta
  • VP, Associate Creative Director
  • The Purpose Group
Franky Jin
  • VP, Copy Supervisor
  • The Purpose Group
Angela Wyan
  • Group Art Supervisor
  • The Purpose Group
Annelis Rivera
  • Senior Art Director
  • The Purpose Group
Lindsei Barros
  • Creative Director
  • CDM NY
Kara Amedori
  • VP, Creative Director
  • CDM NY
Grace Taylor
  • Associate Creative Director
  • The Purpose Group
Jennifer Casey
  • VP, Editorial Director
  • The Purpose Group
Jane Ma
  • Associate Managing Partner
  • The Purpose Group
Arlene Jamo
  • VP, Group Account Director
  • The Purpose Group
Nate Platzner
  • Video Editor
  • The Purpose Group
Michelle Slaybaugh
  • Director of Social Impact and Strategic Communications
  • SIECUS: Sex Ed for Social Change
Darrion Beckles
  • Communications Manager
  • SIECUS: Sex Ed for Social Change