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.

2023 One Show - Print & Promotional

The Hornicultural Society

Agency Ogilvy UK / London

Client Relate


Craft / Writing

Annual ID


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 We gave an outdated generation an updated sex education by creating limited edition condoms for the over 65's in the guise of seed packets, distributing them through garden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: 9



Ogilvy UK / London

Chief Creative Officer

Andre Laurentino

Creative Director

Andy Forrest
Nicola Wood


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


Heather Hart
Sue Streatfield

Senior TV Producer

Kim Parrett

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