2021 Gold Best Writing

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 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 the unseen intimacy in our later years, by not only creating a new visual language that celebrates the joy of sex at this life stage, but also a new written tone of voice.

This was needed to start a long-overdue conversation. The initiative had to engage people and not turn them off.

Humour was vital to overcoming awkwardness and get people talking.

It also had to avoid being puerile or salacious, particularly as headlines would appear on huge OOH sites in prime locations around the UK.

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 Engagement

Contributors

RANKIN PHOTOGRAPHY