Gen Z Wants to Talk About Sex: New Media Campaign Tells Them How

Anxiety, shame, and fear: These are common emotions young people experience as they navigate their first few relationships. The last place many young people want to go for help is their parents. And as helpful as the internet can be, it’s also filled with dangerous misinformation. Where else, then, can young people turn? 

The National Coalition for Sexual Health’s (NCSH) newest multi-media campaign, “Own the Awk. Real Talk. Real Connection” fills this necessary position. 

Own the Awk is aimed at destigmatizing conversations about sex so young people are more comfortable expressing themselves about sexual topics in their relationships. It’s about building confidence and giving young people the tools they need to have cool, calm, and collected conversations about sex. 

Own the Awk was born following NCSH’s findings that 85% of young people surveyed by the organization said they want to talk more openly and confidently about sex with their partners. The NCSH knows that these conversations can often be awkward and even anxiety-inducing, which is why Own the Awk offers videos, conversation starters, scripts, and games for young people who want to learn more about having the tough conversations about sex. The educational materials don’t talk down to young people, but reach out to them using their own language in relatable, low-pressure ways. 

The Own the Awk campaign pools the strengths of a diverse group of sexual health educators, including celebrity sex coach and clinical sexologist Shan Boodram, President-Elect of the American Association of Sexuality Educators, Counselors, and Therapists Shadeen Francis, and Content Creator and Sex Therapist Dr. Sonya Maya. The multimedia campaign is backed by the NCSH’s extensive research on the subject of youth sexual education. 

This research, and the creation of Own the Awk, shows that people in the dating industry, particularly young people, are receptive to educational materials about sex ed and sexual health, particularly those that are realistic, relatable, encouraging, and open-minded. 

Own the Awk Works to Dismantle Shame

Too often, young people are embarrassed to talk about sex. There’s a pervasive shame surrounding sexual topics like desire, contraception, and STIs. It’s important for dating coaches and sexologists to acknowledge how many young people were taught to reject sexuality, not embrace it. 

Own the Awk covers seven hot-button topics identified by young respondents: Comms 101 (basic communication skills, especially during awkward moments); Feelings, Wants, and Needs; Defining the Relationship; Boundaries and Consent; Sexual Desires and Pleasure; Safer Sex; and Sexually Transmitted Infections. 

The NCSH also teaches young people how to address the most important aspects of sexual health: consent, safe sex, and STIs. 

In 2022, the NCSH recruited a diverse group of 18 to 26 year olds to ask them how they feel about the aforementioned topics. The respondents, who were of different races, sexual orientations, gender identities, and socioeconomic backgrounds, helped the NCSH come to a firm conclusion: “When it comes to communicating openly and building positive relationships, most young adults lack access to education and positive role models.”

Looking at the statistics, it’s clear why the NCSH identified communication as a major issue. Forty-nine percent of respondents said that they often don’t have open and honest communication with partners. More than half (52%) of respondents said that they felt a great deal or fair amount of anxiety over starting conversations about sex with their partners. And 51% of respondents were particularly anxious when talking about their sexual desires, and 53% were uncomfortable addressing their emotions and personal needs. 

Importantly, only 14% reported going to their parents for advice, and even fewer (12%) have consulted a health practitioner or therapist for advice. One in 4 turn to the Internet for help, and 1 in 3 get advice from their friends. With this in mind, the NCSH saw room in the industry for an educational source that was created by experts but with the tone and approachability of a friend. 

Gen Z Wants to Talk More Openly About Sex

The consumer’s need for a reliable and research-backed educational source is clear: When it comes to having awkward but necessary conversations, 49% of respondents said that they didn’t know when or how to bring up sensitive topics, and 48% experienced low self-esteem and a lack of confidence. Forty-six percent said they simply felt embarrassed about bringing up such sensitive topics. 

Gen Z may have a reputation for being remarkably open-minded, but they’re also known for being one anxious generation. On the bright side, they’re also dedicated to self-improvement, at least according to the NCSH study: Ninety-three percent of respondents said they want to learn how to talk more openly about relationship topics with their partner. And 85% want to have more open and honest conversations about sexual health. 

“Overall, they would like to learn skills for communicating with partners, how to have a healthy relationship, and how to improve self-esteem,” the NCSH concluded. “It’s important to note that factual content about sexual health ranks much lower on the list.” As evolved as young people may seem in terms of open-mindedness, they still have more to learn when it comes to sexual health — which indicates room in the industry for more sexual health education. 

“Maintaining a healthy relationship requires skills many young people are never taught — like positive communication, conflict management, and negotiating decisions around sexual activity. A lack of these skills can lead to unhealthy and even violent relationships among youth,” according to Advocates for Youth. 

Silence Is Dangerous, According to Medical Experts

Maureen Slattery, M.D., voiced the same concern in Psychology Today in 2024. The root of the issue is the stigma surrounding sex, she said. “Almost everything I deal with as a gynecologist is shrouded in silence,” she wrote. “We don’t talk about miscarriages, periods, or late-term pregnancy loss after PTA meetings. We don’t discuss infertility, asexuality, or menopause at sporting events. We don’t mention fibroids, gender identity, or erectile dysfunction at dinner. And we certainly don’t talk about sex.”

Having the tools to do the bare minimum — to talk openly and clearly about how you feel — is key to having a well-balanced, fulfilling sexual and emotional relationship. Learning these skills early in life will set people up for success. Allowing the shame to spread only furthers misinformation and stigma. “Sex doesn’t disappear,” Slattery said. “This silence fosters myths, shame, and stereotypes, leading to misunderstandings and prejudice — often directed at our fellow citizens.” 

What are the odds that sexual ignorance leads to those badly-behaved people we try to avoid on dating apps? According to Slattery, talking about sex can foster empathy and bridge social divides. “Every person on this planet will likely face sexual health-related issues or questions in their lifetime, whether about biology, pregnancy, contraception, puberty, gender, or sexual identity,” she pointed out. “By talking about these shared experiences, we can build bridges of empathy between people.”

This is a lofty goal, one that’s echoed by the NCSH. But it’s not the first time the organization has created educational materials for young people looking to talk more openly about sex. In the NCSH’s “In the Open” video series, the organization conducted on-the-street interviews about sex and stigma with real people. 

Own the Awk reaffirms the NCSH’s longtime mission to destigmatize sex ed and conversations about sex. “Members of the Coalition will work together to … encourage and normalize open dialogue about sexual health between partners, parents and children, healthcare providers and patients, and within communities,” according to the NCSH website. 

The NCSH is an organization made up of the most trusted names in the sexual health industry: Planned Parenthood, The Kinsey Institute, The Sexual Health Alliance, and over 200 others. Each organization caters to a specific community or to a certain scientific or educational goal. But by joining the NCSH, they each share a passion for keeping sex healthy, fun, and safe for everyone – including young adults.