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2022 One Show - Print

The Joy of Later Life Sex

Agency Ogilvy UK / London

Client Relate


Craft / Writing

Annual ID


About the Work

There is an unhealthy reluctance to talk about sex in general. And in old age? Forget it. Leaving the majority of over 65s feeling burdened by the heavy weight of social stigma and unable to ask for sexual help just when they might need it the most, which is damaging to their physical and mental wellbeing. So, we needed to start a long overdue conversation. Getting the tone of voice right was crucial. We needed to engage people with the campaign, but we couldn’t afford to turn people off. Humour was therefore very important, as it helps overcome any awkwardness and is more likely to get people talking. However, we had to be careful the humour wasn’t puerile or salacious, or this would have shut down the conversation again. What was a great reflection of the copywriting in this campaign is that leading journalists in national newspapers like The Guardian and The Times as well as other media outlets were directly quoting our headlines as part of their editorial. This shows the tone of voice struck the right chord as the journalists relied on them to help tell the story.

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

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