UK – The importance of sex and intimacy among older consumers is spotlighted in the latest campaign from relationship support service Relate.
Let’s Talk The Joy of Later Life Sex showcases a series of intimate moments enjoyed by older people in a way that avoids harmful stereotypes and breaks down taboos. Created by advertising agency Ogilvy and photographer Rankin, the online and out-of-home campaign includes five couples and one woman.
While sexual wellness and sex positivity is usually reserved for younger consumers, Relate’s campaign sets an example for the sector in taking a more inclusive approach. ‘What we're trying to do today is open up a society-wide conversation about the fact that sex and intimacy – whatever that might mean – can be as important for older people as it is for anyone else,’ explains Gail Thorne, a sex therapist at Relate.
For more on how brands can market to older consumers in a positive and relatable way, read our Viewpoint with author, blogger and nutritionist Suzi Grant.