Wild Secrets targets over-65s in stigma-breaking campaign for sex toys
Why knit a blanket when you can be under one? That's the thinking behind a new campaign aiming to break the stigma around sex for older Australians.
Wild Secret's campaign targets over 65s
Online sex toy retailer Wild Secrets is encouraging over-65s to embrace their pleasure by promoting a 20% seniors card discount on sex toys. Yes, you read that right.
The ‘Better with Age’ campaign, by The Royals, is part of the brand's mission to normalise sexual pleasure by demonstrating (not literally) that sex toys are just as relevant to over-65s as anyone else.
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Aiming to subvert society’s ageist assumptions about what life is like after 65, the campaign is supported by a survey of 500 Australians (aged over 65) which found that 1 in 3 (33%) of over-65s are already comfortable using or discussing sex toys.
The survey also revealed more than half (53% of women over 60 and 55% of men over 60) agree that sex toys can help maximise sexual pleasure in later life.
Adam Lea, marketing manager at PHE International, says “At a time when sex positivity is on the rise, ageing and sexual pleasure remains a no-go area. Over 65s are hugely underrepresented when it comes to sex – in health documents, popular culture and advertising – and often represented through an ageist lens.
“Our goal at Wild Secrets has always been to help everyone embrace and explore their pleasure, regardless of their demographic.”
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The campaign is running across traditional media which is "still embraced by older Australians". It includes OOH, BVOD and print, including local newspapers.
The campaign kicked off with a 16-page mail-order catalogue, featuring accessible toy recommendations and sexologist-approved educational content, and a 20% discount for all Australian senior citizens card holders.
The catalogue was distributed in lifestyle villages, RSLs, golf clubs and bowling clubs across Australia.