RFSU needed to increase condom use among young people while navigating strict social media censorship that blocked any sexually suggestive content. After analysing years of data and running extensive A/B tests, the brand discovered that platform AI couldn’t reliably distinguish between a laughing face and a climaxing one. This insight led to “Just Give A F*ck,” a bold condom campaign shot entirely from the shoulders up, using facial expressions to stay steamy while avoiding censorship. Instead of fear-based messaging, the campaign focused on pleasure, relevance, and the broader impact of condom use in supporting sexual and human rights. The work combined uncensored social ads, a participatory Snapchat filter, and on-the-ground activations across the Nordics. With zero ads blocked, the campaign reached over 56 million impressions, achieved high completion rates, and turned a traditional condom campaign into a youth-driven movement that proved people actually gave a f*ck.