Montreal, March 4, 2019 – On March 4, to celebrate International Women’s Day on March 8, the National Film Board of Canada (NFB), in collaboration with the Université du Québec à Montréal (UQAM), is launching Clit-me (nfb.ca/clitme), a five-minute mobile interactive game that takes a light-hearted and open approach to female sexual satisfaction. The experience aims to explode a number of myths about women’s pleasure by giving users the opportunity to try out different motion “techniques” on their smartphones in an attempt to find out what makes their clitoris avatar happy. Clit-me is the brainchild of the second cohort of the Jeunes pousses interactive school, an internship that brings together eight participants from various UQAM programs (including journalism, interactive media and graphic design) to develop a new project at the NFB’s Digital Studio, under executive producer Hugues Sweeney and editorial manager Valérie Darveau.

About Clit-me

When first having sex with a new partner, 62% of heterosexual women will reach orgasm, compared to 85% of men. On the other hand, lesbian women reach orgasm 75% of the time. This phenomenon is commonly known as the “orgasm gap” (statistics from a 2014 Journal of Sexual Medicine study entitled “Variation in Orgasm Occurrence by Sexual Orientation in a Sample of U.S. Singles,” by Justin R. Garcia, Elisabeth A. Lloyd, Kim Wallen). Galvanized by these statistics and by the general lack of knowledge about the female sexual organs—it was only in 2015 that the first 3D model of the clitoris appeared—the Jeunes pousses team came up with Clit-me, a humorous new educational tool that aims to close the gap.

The experience

A convincingly tactile experience for mobile devices that uses a range of animation techniques, including claymation, Clit-me employs a warm, bright palette and a playful approach.

1- When you visit Clit-me, an animated stop-motion video plays, introducing you to the anatomy of the clitoris.

2- Next, you get to customize your avatar—after all, every clitoris is unique!

3- Now it’s time to start playing. Your goal? Satisfy the clitoris so that you can unlock content and statistics on female sexual satisfaction.

4- Every time you level up, there’s a new technique to learn. After completing all five levels, you’ve learned enough about female satisfaction to give your clitoris avatar an orgasm.

5- Once you’ve achieved your goal, you can learn more about the project, explained by the Jeunes pousses participants. You can also play again as many times as you’d like.

Marketing campaign

We all know what a penis looks like. Perhaps it’s high time we got to know more about the clitoris! To promote Clit-me, the NFB uses contrast and humour—an approach proposed by creative agency Rethink—to illustrate the glaring disparity in our knowledge of male vs. female genitalia. Click here to see the video of the campaign (under embargo until March 4).

Participants from various programs at UQAM

Léa Martin and Maude Fraser – bachelor’s in communication (journalism)

Laurence Gélinas and Vincent Paradis – bachelor’s in communication (interactive media)

Audrey Malo and Catherine Sabourin – bachelor’s in graphic design

Noémie Beaulac – bachelor’s in communication (television)

Stéphanie Dupuis – master’s in communication (media studies)

Each participant received a $1,000 grant for their contribution to the project, which was developed at the NFB’s Digital Studio. This summer, the third Jeunes pousses cohort will create an interactive experience on the theme of climate change and how a city like Montreal can contribute to improving the situation.

UQAM and creativity

The only Canadian university to offer courses in all the artistic disciplines, UQAM also boasts the largest French-speaking communications training centre in the country. The institution plays an active role in Montreal’s socio-economic, scientific and cultural development and is a key contributor to creation and innovation. Each year, UQAM students help animate the city’s public spaces through temporary architectural installations and creative projects exhibited in the framework of major local festivals.

arts.uqam.ca

communication.uqam.ca

About the NFB

The National Film Board of Canada (NFB) is one of the world’s leading digital content hubs, creating groundbreaking interactive documentaries and animation, mobile content, installations and participatory experiences. NFB interactive productions and digital platforms have won 100 awards, including 18 Webbys. To access acclaimed NFB content, visit NFB.ca or download its apps for mobile devices.

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