The One Show
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Category
Media Relations
Annual ID
OS22_PR032M
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
Merit
Credits
Agency
Ogilvy UK / London
Art Director
Andy Forrest
Nicola Wood
Copywriter
Andy Forrest
Nicola Wood
Chief Creative Officer
Andre Laurentino
Creative Director
Andy Forrest
Nicola Wood
Editor
Fabio Liguori
Executive Creative Director
Jules Chalkley
Photographer
Rankin
Strategist
Nicole Frost
Planner
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
Grade
Ben Rogers
Grade Producer
Roger Lairisa
Media Planning
Adam Crowe
Daniel Wood
Post-Production Producer
Leo Thornborough
Production
Chelsea Stemple
Christine Wright
Project Management
Sophie Rhys Evans
Strategy
Hannah Crowley
Shadi Sarresh
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