The One Show
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Category
Traditional Media Relations
Annual ID
OS23_PR002G
About the Work
Relate is the UK’s leading relationship organisation and one of their key aims is to help their 65+ market have healthier relationships, but with the biggest rise in STI’s 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.
By educating them on their No1 past time (sex) with cues from their No2 pastime (gardening).
We gave an outdated generation an updated sex education by creating limited edition condoms for the over 65's in the guise of seed packets, distributing them through garden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, online and in bold out of home.
These beautifully illustrated botanical designs in the style of something classy from The Royal Horticultural Society, on closer inspection are suggestive of sexual organs.
Tasteful rather than puerile nods to a clitoris, penis, breasts or testis. This subtle visual wit fit with the tone of voice of the campaign.
Our illustrations were then applied to our seed packets, to make them look as authentic as possible, with painstaking attention given to every tiny detail.
Using humour and disruption to raise awareness of a serious issue is a very effective way of opening up a conversation, so we also used wittily written copy using the same language from garden vernacular to talk about sexually transmitted infections.
We put the horny in horticulture, but as with the illustrations, we needed to get the tone of voice exactly right. Anything too puerile would close down the conversation before it had even started.
2023 Awards
Total Points: 45
Gold 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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