baed stories — the brand of erotic lingerie, have faced two problems at once:

Many people lack knowledge of role underwear. The reason is the ingrained connection between sex and shame.

Restrictions on communication channels - outdoor and radio advertising is prohibited Facebook and Instagram block sex content.

To provoke a sex dialogue, we launched the social movement #noshamefor. The project was accompanied by a flash mob, in which every Ukrainian could participate. A wide audience participated in the flash mob, but Facebook and Instagram blocked the revelations of Ukrainians, believing that this was overly sexual content. Despite media restrictions, the following communication channels were involved:
– SHA radio podcast
– An article on BIT.UA with frank celebrities’ stories
– Sex shop posters
– Sex-positive influencers’ posts