Marketing Code-X

Stay Sexy

Image for Stay Sexy

Healthysexual by Gilead PSA

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

Washington, DC’s PrEP PSA

STAY SEXY” NORM: Making a mature decision to be more careful doesn’t mean you’re a fuddy-duddy. You’re still sexy, spontaneous, wild.

Birds Bees & STDs PSA

STAY SEXY” FORMS: Erotic, physical, intimate. Bright, flashy colors — lipstick, wrestler’s mask, condom. Purple. Sex-positive, playful, unashamed. “Healthysexuals.” “The thrust of this message.” “Play safe.” “Free love.”

From a 2018 study of the GET IT BACK space, defined as “Yes, your life has changed for the worse — but there’s reason to be optimistic. We can fix this.

Tags: CODE-X, Making a Big Change