The Drum Awards for Digital Advertising APAC 2022

Live in -h -min -sec

Agency: Ogilvy UK
Date: May 2022
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
63 votes

A new campaign has brought the topic of sexual health among the over-65s to an unexpected environment... the garden center.

According to research conducted by the relationship charity Relate, more than half of those over 65 consider themselves to be ‘sexually adventurous,’ but many feel awkward speaking about their sex life and many hardly ever use condoms – which is leading to an increase in STIs among this age group. To raise awareness, the organization has teamed up with Ogilvy to launch ‘The Rise of Horniculture.’

The campaign features a series of fun, vegetable-themed condom packet designs that have been displayed among garden center seed packets – because if there’s one thing Brits do love chatting about, it’s gardening.