The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Writing
Annual ID
OS23_DM029S
About the Work
One of Relate’s key aims is to help their 65+ market have healthier relationships, but with the biggest rise in STI’s is among the over 65s, clearly this isn’t healthy.
So, how do you make this hard to convince age group think about safe sex? Especially when they were taught that condoms were only for stopping unwanted pregnancies, not unwanted diseases.
After all, when you’re double-digging and hardening off, it’s important you do it safely. We gave an outdated generation an updated sex education by creating limited edition condoms for the over 65's in the guise of seed packets, distributing them through garden centres and online.
We called them, The Hornicultural Society, a tongue-in-cheek organisation that’s just as informative as their other favourite gardening society, but it puts a whole new spin on how to keep their firm vegetables and bountiful bushes free from disease. Using humour and disruption to raise awareness of a serious issue, wittily written using the same language from garden vernacular to talk about sexually transmitted infections.
We put the horny in horticulture.
2023 Awards
Total Points: 21
Silver Pencil
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
Illustrator
Marta Zafra
account director
Erica Wood
Erica Cohen
Jennie Halliday
Art Buying
Jodi Woodhouse-Ward
Ross Walker
Chief Executive Creative Director
Jules Chalkley
Clear Channel Project Lead
Jason Jarvis
Executive Creative Director of Design
Luke Ridgway
Head of Offline Production
Justin Cairns
Managing Partner
Katharine Easteal
Senior Creative Editor
Sara McAlpine
SENIOR PRODUCER
Heather Hart
Sue Streatfield
Senior TV Producer
Kim Parrett
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