The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Public Relations

The Joy of Later Life Sex

Agency Ogilvy UK / London

Client Relate


Media Relations

Annual ID


About the Work

There’s a notion that older people shouldn’t, couldn’t and wouldn’t want to have sex. Why? Because it’s not talked about. 80% of us in the UK alone don’t want to talk later life sex. We prefer to think that older people simply aren’t ‘doing it’. As the UK’s largest provider of relationship support, Relate helps millions people of all ages, backgrounds, sexual orientations and gender identities to strengthen their relationships every year. Our job was a cultural repositioning exercise, selling the positive upside of sex and intimacy in later life, which is shockingly underrepresented within the media. We wanted people to start a conversation with their partner or with Relate. But we wanted our message to go further than that. We wanted the world to wake up on launch day and think about later life sex. To get people talking, you need to spark the conversation and that’s what we did through PR. Our strategy was born from the insight that media fails to represent older generational intimacy. In fact, when we looked at the conversation around later life sex, we found that it was non-existent. Apart from a few inappropriate niche sites (!), there was nothing you’d relate to or be proud to share. Working with renowned icon, Rankin, we created a set of new, intimate, beautiful, uplifting and provocative images that forced people to address their own bias and look at later life sex with fresh eyes. We captured five couples and one woman in their most intimate settings as a set of bold and powerful portraits that made the previously unseen unmissable. We created a huge bank of impactful assets for media, from the beautifully shot images to video vignettes of the talent to show what sex and intimacy can mean in later life. Whilst our focus was UK, the strength of the story and images travelled globally, from Australia to Poland, Italy to Brazil. In as little as a week, the campaign saw: Over 1.5 billion reach Over 200 pieces of national & international press coverage  Relation to Objective 123% increase 30% increase in website users  Over 50% uptake in sex therapy bookings

2022 Awards

Total Points: 3




Ogilvy UK / London

Chief Creative Officer

Andre Laurentino

Creative Director

Andy Forrest
Nicola Wood


Fabio Liguori

Executive Creative Director

Jules Chalkley




Nicole Frost


Amy Tipper-Hale

Art Buying

Jodie Woodhouse-Ward
Lesley Scott

Business Director - PR

Dk Cheung

Business Lead

Katharine Easteal

CEO of Creative Transformation

Stef Calcraft

Client Partner - PR

Rachael Coomber-Nolan

Deputy Executive Creative Director

Luke Ridgway

Freelance Intimacy coach

Ita O’Brien


Ben Rogers

Grade Producer

Roger Lairisa

Media Planning

Adam Crowe
Daniel Wood

Post-Production Producer

Leo Thornborough


Chelsea Stemple
Christine Wright

Project Management

Sophie Rhys Evans


Hannah Crowley
Shadi Sarresh

Related Awards





Follow Us