Street Interviews for Mojo
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
Are you ready to get out and start interviewing people? At Mojo we are looking for people who live in big cities, and are willing to create some street interview content for us. We all know the 'how much do you spend living in New York' guy, or the 'can I tour your apartment' guy. At Mojo we want you to be the 'tell me about your sex life' guy. If you live near a big city, and are super confident interviewing people, this is the brief for you!
Let us know what city you are in and where you can do the interviews!
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Mojo is a mens sexual wellbeing app. We are looking to build our organic social media channels up with some street interview style content, where we get to know and expose public opinion on sex, and mens erection issues. 40% of men under 40 struggle with erection issues, and of those men, 85% are struggling psychologically, there is nothing wrong with them physical, they just have themselves all worked up with performance anxiety. We want to reduce the stigma around talking about erection issues. The first step? For you to ask the people in your city what they think about it.
We've got a list of questions you can ask people - make sure to go with the flow, follow the conversation where they want to take it! See what you can get out of people. Try talking to just men, or talking to couples together and asking them questions about each other:
- Do you get nervous before sex and why, and does it affect your performance?
- Would you talk to your friends if you couldn't get it up?
- What's the best sexual experience you have had AND why?
- What's your favorite thing your partner does to you in bed and why?
- Do you schedule in sex and why?
- What do you call an erection?
- How much porn do you watch - do you think it's bad and why?
When you are editing, try and group together by theme, or if you had one really good interview, just edit that!
DO
- Please film in natural bright light
- Add engaging captions to your video! remember to submit the version with and without!
- Keep it lively and energetic - we want to encourage the audience!
- Shoot high-res
- Submit all formats after sign off
DON'T
- Don't sound like you're reading off a script
- Don't film via TikTok app. MUST use CapCut or similar.
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Mojo is a sexual wellbeing app that helps men overcome psychological erection issues.
https://www.figma.com/proto/GBL3CNWXPyXjKerwmYz4Y6/Brand-Guidelines?page-id=1%3A5871&type=design&node-id=866-6862&viewport=-715%2C4663%2C0.23&t=gTXuDP6nmFYtMNkp-1&scaling=min-zoom&starting-point-node-id=866%3A6862&mode=design
Password: keepitup
The Mojo story:
Mojo began back in 2019 as a vulnerable conversation between 2 cousins.
On a long car journey, Angus admitted to Xander that he was struggling to get it up. His world was crumbling. He felt broken.
Fortunately, he'd found the right guy to confide in. Xander shared that he'd been struggling with his erections throughout his 20s.
50% of Millenials and Gen Z struggle with psychological issues. So you'd think there would be plenty of support out there. But men's sexual problems were (and still are) surrounded by shame and a hell of a lot of misinformation.
There was no affordable, accessible, and reliable solution for psychological erection issues. So it’s no suprise that 75% of men with erectile dysfunction (ED) don't seek any help for it.
Angus and Xander wanted to change this. They
co-founded Mojo and set out on their mission to elevate the world's sexual wellbeing. Their first port of call? Helping men aged 18-40 overcome psychological erection issues for good.
Talking about Mojo:
Today, Mojo is a sexual wellbeing app. It has over 100,000 members in 115 countries.
The app contains a digital program of learning courses and sex therapy exercises.
We created the program with our psychosexual experts. It addresses ED’s biological, social, and psychological factors.
We’re the next evolution of wellbeing:
Wellbeing and the way the world thinks about it has evolved in waves.
Consider how much physical wellbeing has changed in the last 5 decades. In 1970, 127 people ran in the first New York marathon. By 1999, it became the 30,000-people event we know today.
As fitness crept into the cultural consciousness, we saw quick fixes. Diet pills. Fad diets. Gimmicky fitness equipment. It took time, but customers and brands figured out that physical wellbeing was about behavioral change. And we now have the Nikes, Pelotons, and Stravas of the world.
Hold that thought, and think about the last 2 decades and the rise of mental wellbeing. People are now realizing that positive mental wellbeing needs an ongoing investment. But at first, the market was swamped with medications and lazy shortcuts before the Headspaces and Calms of the world took root.
So have we reached peak wellbeing enlightenment? By no means.
The way we connect on our most intimate level is in crisis. Half of all young people struggle with psychological sexual issues at some point. And the leading solutions are all quick fixes. Viagra. Numbing wipes. Pumps. These are barely solutions. They’re crutches that hide the real psychological problems beneath. But these quick fixes have set the stage for what’s about to come next.
Sexual wellbeing will define the wellbeing space over the next 2 decades. And Mojo is going to be right at the front. We exist to tell the world something it should already know. Invest little and often in sexual wellbeing, and you'll create intimate connections and lead healthy relationships as your authentic self.
Brand principles:
- We’re boldly vulnerable because we talk about things that people are usually ashamed of. We wear our shame and struggles as a demonstration of strength, not weakness
- We’re assertive because we bring credibility, scientific fact, and clear direction. We also care for our users and we will fight for them
- We’re leading a revolution because we invite users to overthrow the pressures they face. This includes broken or problematic sexual scripts. We support individuals and (hu)mankind to fundamentally change their approach to sex and relationships
- We’re keeping it real because we must be genuine and sincere with our users. Users need pragmatic, tangible, trustworthy things they can relate to. They do not need lofty ideals, snobby superiority, mumbo- jumbo, or scammy promises
- We’re introspective and considered because we’re inspired by the change we can achieve with conversations, self-reflection, thinking in new ways, and the stuff that happens in therapy.
Personas
Our personas are based on data from user interviews, our onboarding flow, and engagement analytics. Overall data shows that our user base is split as follows:
- 87% of our users are under 45
- 69% of those are under 35
- 31% of those under 35 are under 25
In relation to their current relationship status:
- 35% long term
- 28% new relationshi p
- 24% single
- 10% not dating
Our user population identify themselves as:
- 91% straight
- 4% gay
- 3% bi
- 1% figuring it out
We tend to take inspiration from companies such as Headspace, Habito, Tony's, Patagonia, and Boys get sad too.
Please see the brand guidelines for more examples of inspiration: https://www.figma.com/proto/GBL3CNWXPyXjKerwmYz4Y6/Brand-Guidelines?page-id=1%3A5871&type=design&node-id=866-6862&viewport=-715%2C4663%2C0.23&t=gTXuDP6nmFYtMNkp-1&scaling=min-zoom&starting-point-node-id=866%3A6862&mode=design
Password: keepitup
- Boldly vulnerable = We’re bold by talking about sensitive things confidently. In a way that others don’t. We revel in being vulnerable. We’re inspired by the change we can achieve with conversations, self-reflection, thinking in new ways, and the stuff that happens in therapy.
We don’t squirm when talking about erection issues or things that men are commonly ashamed of. We do this all so confidently that it stops people in their tracks. We feel like a new stronger type of masculinity, and men aspire to be part of our community.
- Assertive = We’re intelligent. Everything we do is thoughtful, sharp, and informed. Working with renowned experts gives us credibility. That gives us the license to be assertive because everything we do has a foundation in science. We care so much that we are willing to stand up for what we believe in. We do not shy away from a conversation. We call out other people’s bullshit.
- Leading a revolution = We’re innovating a new product, and creating a whole new category. This means we do not play into the stereotypes. We reject outdated and problematic ideas about sex and masculinity. We won’t promote macho-masculinity that measures itself solely on performance. We’re not like the D2C medication companies who shout about the issue but then convince men they need a discreet solution. No cliched euphemisms. No playing into lad culture just to get noticed. No superior chest beating. Also we don’t feel like medical brands of old. Feeling medical is just a way of scaring men into action.
We feel new, innovative, modern, consumer-facing, and like a tech product. Because we are.
- Keeping it real = We keep it real by being authentic. We’re down to earth. In a space that has been dominated by gimmicks, spam, short-term fixes, everything we do is real. Nothing bombastic. Men need pragmatic, tangible, trustworthy solutions. So we cut weasel words, the unproven woo-woo, and the false promises.
When you experience Mojo, it should feel like you are talking to your friend, who is an off-duty doctor at a party. We’re logical and relatable. No smoke and mirrors. No snake oil. We go out of our way to be trustworthy. We are transparent with our approach and limitations. Our product is not trying to turn you into a Casanova or off-duty porn star.
- Human centred = To keep Mojo real, we value real people, real stories and real examples. We don’t make things up. Being vulnerable and open as a brand is essential to the core of who we are. When we look at designing with that in mind, we focus on the following:
- Human faces
- Real user stories
- Examples rooted in reality
- Human connection not selling tools
- No new-age, pseudo-science or gimmicky bullshit
- High-production value = We live in an information age where most content is free. Ours is not. That is our business model and how we survive. We know from members that as a result of this, we have a premium price tag perception. This is rooted in the cost of the product, the type of solution we offer (long-term) and expert made. To convey this in design, we do the following:
- We aim to create a premium brand look and feel
- Pixilated and stretched imagery, fluffy copy and cliches is unacceptable
- High quality and premium doesn’t mean bells and whistles - less is more. High quality can be simple and clean.
- Premium always means non-staged imagery that feels real and authentic
- Visiting the doctor or hospital for erection issues makes members feel broken. Our users are not broken. What they are struggling with is a case of poor sexual wellbeing. We aim to remove the feeling of being broken that traditional medicine gives members. We’re experts and we’re here to help you overcome, not diagnose and give pills for a problem.
- Our designs feel expert but never clinical or medical
- We are the positive reinforcement and user needs to have hope
- We use scientific language as we’re experts but we make it understandable and accessible to the layman
Here are some general ToV principles:
- Write for people with psychological erection issue who are between 18 and 40 years old
- Reassure, respect, and normalize
- Right now we don’t write for or address healthcare professionals
- Are clear — we never let leaning into a tone of voice compromise clarity
- Communicate our identity using tones of voice based on our brand principles
- Write to a reading age of Grade 9 or below — you can calculate reading age with tools like Hemingway
- Write in US English
- Educate and inform by translating science and sex therapy
- Explain why — this means we back everything up with the rationale
- Give users the tools, knowledge, and motivation to change
There are more details on tone of voice in our brand guidelines doc: https://www.figma.com/proto/GBL3CNWXPyXjKerwmYz4Y6/Brand-Guidelines?page-id=1%3A5871&type=design&node-id=866-6862&viewport=-715%2C4663%2C0.23&t=gTXuDP6nmFYtMNkp-1&scaling=min-zoom&starting-point-node-id=866%3A6862&mode=design
Password: keepitup
We tend to take inspiration from companies such as Headspace, Habito, Tony's, Patagonia, and Boys get sad too.
Please see the brand guidelines for more examples of inspiration: https://www.figma.com/proto/GBL3CNWXPyXjKerwmYz4Y6/Brand-Guidelines?page-id=1%3A5871&type=design&node-id=866-6862&viewport=-715%2C4663%2C0.23&t=gTXuDP6nmFYtMNkp-1&scaling=min-zoom&starting-point-node-id=866%3A6862&mode=design
Password: keepitup
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