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Inquisitive Kids Ask the Big Questions in Sex Ed Series

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Goodby Silverstein & Partners and director Aaron Ruell launched the campaign to urge kids to talk to parents before searching online

Inquisitive Kids Ask the Big Questions in Sex Ed Series

AMAZE, the sex-ed YouTube series with more than 35 million views and 100 animated videos, is launching a new commercial campaign and the #AskableParent Guide to Porn to encourage parents to use this time at home to communicate with their kids about sexual health and development

AMAZE partnered with Sanctuary Content film director Aaron Ruell and ad agency GS&P on Time to Talk, a new campaign urging parents to be the go-to for their kids' questions. The commercial spots, eloquently titled ‘Boner,’ ‘Masturbate,’ and ‘Tampon’ hilariously remind parents that little kids have big questions. 

“During this pandemic, parents have a lot of extra time to spend with their kids,” said David Spradlin, art director, Goodby Silverstein & Partners. “Hopefully, this will inspire some good conversations.”’s free parent resources are aimed at helping parents create an ongoing dialogue about everything from babies to bodies to gender to consent to relationships with fun animated characters kids can relate to.    

“The message of the campaign couldn’t be more clear - talk with your kids or the internet will.”, said, Preston Lee, executive producer/partner of Sanctuary. “I was literally so inspired by the script that I used a moment during a recent drive to have one of these chats. Yeah, it’s awkward, but it’s also important.”

To help parents get started and talk with their children about the porn they will inevitably watch, AMAZE partnered with Melissa Pintor Carnagey of Sex Positive Families to develop the #AskableParent Guide to Porn. The resource features a set of videos providing context to online pornography, conversation starters, as well as AMAZE videos on porn that parents can watch with their children to spark discussion.  

The guide joins’s ongoing free sexual health resources in response to Covid-19, including a video on social distancing and mental health for young people, and’s #AskableParent Challenge, a six-day newsletter program that parents of 4-18 year-olds can begin at any time to help answer kids' questions while learning is happening at home. 

AMAZE is a collaboration between Advocates for Youth, Answer, and Youth Tech Health working to create an engaging, age-appropriate, online sex education resource for young people across the globe. With over 35 million views, AMAZE has published over 100 animated videos covering puberty, consent, sexual orientation, healthy relationships, and more. Visit for tools to help facilitate a healthy discussion with your kids and students about these essential but sensitive subjects.

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Client: AMAZE


Agency: Goodby Silverstein & Partners

Production Co: Sanctuary

Creators of AMAZE: Advocates for Youth, Youth Tech Health, and Answer

Associate Director of Strategic Projects AMAZE: Lincoln Mondy 

Co-Chairmen: Jeff Goodby and Rich Silverstein

Chief Creative Officer: Margaret Johnson

Executive Creative Director: Danny Gonzalez

Executive Creative Director: David Suarez

Art Director: David Spradlin

Copywriter: Craig Shervin

Account Director: Becca Morris

Director of Business Affairs: Judy Ybarra


Production Company: Sanctuary

Production Company City: Los Angeles

Director: Aaron Ruell

Director of Photography: Damian Acevedo

Executive Producer/Owner: Preston Lee 

Executive Producer: Kristen Bedard Johnson


Editorial Company: Arcade Edit

Editing Company City: New York

Editor: Kim Bica

Assistant Editor: Josh Nowlan

Executive Producer: Sila Soyer

Producer: Fanny Cruz


VFX: The Mill NY

Director of Production: Andrew Sommerville

Head of Production: Abigail Klimaszewska

Finish Lead: Anne Trotman

Finish Production Supervisor: Julia Paskert


Colourist: Fergus McCall

Colour Assist: Andrew Ceen, David Franzo

Colour Producer: Megan Rumph

Colour Production Coordinator: Lucy Gatanis

Colour Executive Producer: Rochelle Brown


Sound Design/Mix: One Thousand Birds 

Sound Design: Torin Geller and Hayley Livingston

Mix: Torin Geller and Hayley Livingston

Producer: Alex Berner-Coe

Executive Producer: Kira MacKnight

Company name: Human

Executive Producer: James Dean Wells

"Wor Cab” composed by Seth Fruiterman is the track on the 30’s

“Cilantro” composed by James Leibow is the track on the : 15’s

Genres: People, Storytelling, Dialogue

Categories: Education, Corporate, Social and PSAs

Goodby Silverstein & Partners, Thu, 07 May 2020 12:47:14 GMT