WASHINGTON, DC, April 9, 2025 – Eighty-five percent of young adults (ages 18-26) want to talk more openly about sexual health and relationship topics with partners, according to a national survey recently published in the American Journal of Sexuality Education. These conversations can open the door to better relationships, sex, and sexual health, yet they are often anxiety-inducing, awkward, or avoided altogether. Own the Awk, a new multimedia campaign launched by the National Coalition for Sexual Health, aims to change that by building confidence and empowering young adults to navigate difficult, embarrassing conversations head on.

The need for this campaign is clear. Compared to other age groups, young adults are more likely to experience unhealthy relationships, sexually transmitted infections (STIs), and unplanned pregnancies.  At the same time, young adults report many barriers to open, honest communication, including fears that partners might judge or reject them, or that they might hurt a partner’s feelings. Yet 97% believe better communication skills would lead to better relationships, including increased safety and trust, getting closer to partner(s), determining if you’re on the same page about the relationship, and a better sex life.

However, according to this new research, many young adults never received comprehensive sex education and don’t have access to positive role models in their lives for healthy relationships and effective communications. So, when it comes to these awkward conversations, 40% turn to Google searches for help and one in three (33%) get advice from their female friends.

“Young adults today navigate a complex landscape of relationships without adequate preparation. Sharing is incredibly vulnerable – it can be really hard to do,” according to Shadeen Francis, Board Certified Sex Therapist, and President Elect of the American Association of Sexuality Educators, Counselors, and Therapists (AASECT). “The Own the Awk campaign is about equipping young people with skills that lead to stronger emotional connections, more satisfying sexual experiences, and better physical health.”

The “Own the Awk: Real Talk. Real Connection.” campaign offers interactive tools, practical tips, and actionable advice from certified sex educator and intimacy expert, Shan Boodram. Through humor, awkward portraits, and real-life scenarios, the campaign demonstrates how better, and even more intimate connections can emerge from awkward conversations on topics, including defining the relationship, sexual desires and pleasure, feelings, wants, and needs, safer sex, boundaries and consent, STIs, and communications 101.

Own the Awk’s engaging, interactive and free tools include:

• The “AwkLine” Videos – A couple, one awkward topic, and Shan Boodram, celebrity sexual health and relationship expert. Watch how healthy communication saves the day with the “AwkLine” in this five-episode video series on hot-button topics.
• “Gimme That Ask” Card Game – Fun, flirty and entertaining digital card decks with nearly 140 questions from spicy to sweet to spark conversations about sex, relationships, and dating. Great to play on your own, with a partner, or with friends.
• “Awk Talk Starters” Scripts – Feeling tongued-tied? Prepare for convos with 14 realistic scripts to help break the ice and keep talking about a variety of relationship and sexual health topics (in English and Spanish).
• “Own the Awk” Website – Build knowledge and skills on a variety of sexual health and relationship topics. Find practical tips, convo starters, and dive into discussions with confidence (in English and Spanish).
• Spread the Awk-Word – To promote Own the Awk on social media and other channels, use campaign graphics, captions, GIFs, stickers, and videos (in English and Spanish).

Ready to Own the Awk? You can access all of these resources and more at OwnTheAwk.org.

About the National Coalition for Sexual Health
The National Coalition for Sexual Health (NCSH) consists of over 300 leading sexual health organizations and individuals (e.g., Advocates for Youth, Futures without Violence, American College Health Association, Planned Parenthood, The Kinsey Institute, Power to Decide), working together to normalize sexual health conversations and improve the sexual health and well-being of people nationwide.

About the Own the Awk Campaign and the AJSE Research Publication
The Own the Awk campaign and its comprehensive online educational resources were created by NCSH in collaboration with experts and young adults, and in response to extensive research conducted by NCSH to explore young adults’ communications and relationship experiences.

Consisting of an online survey of 900 young adults and 16 focus groups with 79 additional young adults, the research findings were published in the American Journal of Sexuality Education, an academic peer-reviewed journal. You can access the article here, Uncovering What Matters to Young Adults: Communicating About Sexual Health & Relationships.

For Media Inquiries:
Lisa Guiterman
Email: lisa.guiterman@gmail.com
Cell: 202-330-3431