Relate - "The Joy of Later Life Sex"

Ogilvy UK

Ogilvy UK London, United Kingdom

5675

Title	The Joy of Later Life Sex
Agency	Ogilvy UK
Campaign	The Joys of Later Life Sex
Advertiser	Relate
Brand	Relate
Date of First Broadcast/Publication	2021 / 4
Product	Relationship Charity
Business Sector	Others
Story	How do you bust the unhealthy taboo of later life sex? By getting it out in the open. Launching in the UK’s major Sunday newspapers, we tapped into the British tradition of reading the weekend newspapers in bed. A fitting place to start a conversation about sex. The issue is an important one. Relate, the UK’s leading relationship charity that is all about generating open conversation around sex and intimacy, helped us identify that less than 10% of over 65s think people are ok talking about sex and intimacy in later life. And they are right: Sadly, a whopping 80% of society agrees. They prefer to think older people simply aren’t intimate anymore. So, just when sex is getting naturally more difficult and they need to talk to someone the most, older people feel they can’t. We thought it about time we got it boldly out there.
Media Type	Case Study
Length	122 seconds
Chief Creative Officer	André Laurentino
Executive Creative Director	Jules Chalkley
Creative Director	Nicola Wood
Creative Director	Andy Forrest
Art Director	Nicola Wood
Copywriter	Nicola Wood
Art Director	Andy Forrest
Copywriter	Andy Forrest
Business Leader	Katharine Easteal