Canada – Condom brand Jems has launched a campaign targeting an unusual target audience when it comes to safe sex advocacy – seniors.
Jems is a body-safe condom brand committed to making the industry more inclusive and has dubbed its latest campaign, F#cking Old. It aims to provoke uncomfortable but necessary conversations about sexual health in an age group seeing a rise in STIs. Jems has created boxes of condoms and sweets featuring conversation-starters on safer sex on their wrappers. ‘Ultimately, the candies are a sweet prompt to help bridge the gap and promote healthy sexual habits among seniors,’ explain Whitney Geller and Yasemin Emory, co-founders of Jems. ‘Instead of your grandma giving you a hard candy, this is a chance for you to give her one and ignite a conversation.’
Jems notes that in the past decade, STI rates among Canadians over 65 have increased by 267% for chlamydia and 340% for syphilis, as many seniors are ending decades-long monogamous relationships and discovering modern dating culture, all while seemingly unaware of the risks of unprotected sex among their generation.
Changing expectations of senior life stages – along with the empowerment and new possibilities for this generational demographic that come with being digitally literate – mean a shift in perspectives for brands. How is your business addressing revised life stages for older demographics?