2021 Gold Best Use of Out of Home
08 Dec 2021
Agency: Ogilvy UK
Client: Relate
Campaign Name: Let's Talk The Joys of Later Life Sex
Campaign Overview
Getting the country talking about sex and intimacy in later life isn’t easy when 80% of people in the UK prefer to think that older people simply aren't 'doing it’.
How could Relate address this reluctance that affects older people's wellbeing?
Strategy
Relate is the UK's leading relationship charity, and one of its key aims is to generate open conversation around sex and intimacy.
The organisation identified that less than 10% of over-65s think people are okay talking about sex and intimacy in later life.
Stats show wider society agrees.
Just when sex is getting naturally more difficult and older people need to talk to someone, they often feel they can't.
A bold approach was required.
Creativity
'Let's talk the joy of later life sex' shone a spotlight on unseen intimacy in later years, by creating a new visual language that celebrates the joy of sex at this life stage.
The design and art direction were crucial in making sex for older people something we should all look forward to. Images were classic and tasteful black and white, and deliberately juxtaposed with vibrant, colourful and playful type.
The series of photographs showed genuine moments of older people in intimate situations; sensual and tasteful.
On Google, you’ll find barely any representation of older people being naturally intimate. And definitely not images of gay or ethnically diverse older couples.
The photos started to change that.
They were shared and talked about enough to show that sex and intimacy in later life can finally be seen for what it is: beautiful, natural and something to be celebrated.
Results
The Team
Ogilvy - Andre Laurentino, Chief Creative Officer - Jules Chalkley, Chief Executive Officer - Nicola Wood, Creative Director/Art Director & Copywriter - Andy Forrest, Creative Director/Art Director & Copywriter - Katharine Easteal, Client Partner - Rachael Coomber-Nolan, Client Partner - DK Cheung, Business Director - Sophie Rhys Evans, Project Management - Luke Ridgway, Deputy Executive Creative Director Design - Lesley Scott, Art Buying - Jodie Woodhouse-Ward, Art buying - Amy Tipper-Hale, Planner - Shadi Sarresh, Strategy - Hannah Crowley, Strategy
Hogarth - Fabio Liguori, Editor - Leo Thornborough, Post Producer
Relate - Sarah Osmik, Media and Comms Manager - Sarah Milsom, Director of Communications and Engagemen
Contributors
RANKIN PHOTOGRAPHY