Last year, Special took on the ambitious task of rebranding the 80-year-old Family Planning brand, resulting in the launch of Sexual Wellbeing Aotearoa (SWA). Special led the transformation, from developing the brand strategy and name to designing its visual identity and executing it across clinics and materials. Building on the success of the rebrand, Special is now introducing SWA’s new brand platform, ‘Let’s Talk,’ along with a creative and bold campaign titled ‘Emotional Support Bits.’
This lighthearted initiative invites people to draw their “bits,” which are then turned into custom plush toys — personalized, comforting companions designed to make uncomfortable topics feel more approachable. The campaign takes inspiration from the emotional support items, like soft toys and weighted blankets, that many people carry with them for comfort.
Jackie Edmond, CEO of Sexual Wellbeing Aotearoa, shared her excitement: “The response to our brand evolution has been overwhelmingly positive. Sexual Wellbeing Aotearoa reflects the breadth of our work and connects with Kiwis in an accessible way. However, there’s still more work to be done. Our research shows that most Kiwis (62%) feel they need to keep sexual health concerns to themselves, with 16% admitting they’ve never spoken about them. We hope Emotional Support Bits helps break the silence and encourages Kiwis to start those vital conversations.”
Bethany Omeri, Head of Strategy at Special Wellington, emphasized the campaign’s purpose: “SWA’s rebrand was all about recognizing sexual and reproductive health as key elements of overall wellbeing. Unfortunately, societal conditioning often makes people feel too ashamed to seek the information, support, or advice they need. Emotional Support Bits challenges that stigma — our ‘bits’ aren’t something to be ashamed of, they’re to be embraced. We hope these bits help people feel supported in talking about and taking care of their own bits.”
Mark Forgan, Executive Creative Director at Special Wellington, added: “We wanted to spark conversation about how little we’re talking about sexual health. Turning people’s ‘doodles’ into 60cm cuddly Emotional Support Bits felt like the right way to create that impact. There are emotional support ‘everything’s’ out there, so why not tackle an important topic that young Kiwis need help with?”
Edmond concluded: “We’re thrilled to continue our partnership with Special and launch this impactful campaign. Emotional Support Bits aims to break down barriers in a surprising and approachable way—encouraging Kiwis to embrace the uncomfortable, connect with their bodies, and start crucial conversations. And for those who find it difficult to talk to friends or whānau, Sexual Wellbeing Aotearoa is here with confidential, expert support.”
The Emotional Support Bits campaign has already gained support from prominent Kiwi figures, including Melody Thomas, Anita Wigl’it, Emily Writes, Jeremy Wells, G.Lane, Morgan Penn, Rei, and others. It has launched across earned media, social media, and digital platforms, with potential for further growth.
The public are now being called upon to have their own Emotional Support Bit, too. They can upload their own illustration and win the chance to have it made at: https://sexualwellbeing.org.nz/bits
