The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Creative Creative Works Outdoor Advertising

Lovehoney challenges sex ed with myth-busting billboards

Author

By Amy Houston | Senior Reporter

September 11, 2023 | 4 min read

The digital outdoor ad campaign will run in four London locations.

LH 01

Lovehoney billboard / Lovehoney

According to Lovehoney’s latest research, 16% of people in the UK rate their sex education as ’terrible.’ In response to these findings, the sexual wellness brand wants to debunk the most common sex myths and challenge the nation’s inadequate knowledge.

The campaign includes the launching of four new billboards in London that highlight some of the most common myths surrounding sex and set the record straight.

One of the digital posters, which takes the form of an eye chart, reads: ‘No, masturbation does not affect eyesight.’ A QR code on each ad leads to a landing page on Lovehoney’s advice hub where users can watch short informative videos.

A Lovehoney spokesperson said: “The campaign sets out to educate as well as challenge. Lovehoney’s purpose is to help people discover their sexual happiness, which all stems from a good sex education.

“Our survey showed that the UK is not even getting this, let alone being taught about things like pleasure, so we had to be bold in this campaign while also re-educating on some of the most important topics.”

The billboards will run from September 4 to 17.

Previously, Lovehoney has faced caution from the ASA for a billboard depicting a ball gag and a subtle message to Prince Harry that ‘silence is golden’ around the time of his book launch.

As a result, these billboards have to be even more subtle and are only being shown after 7pm and away from schools.

Suggested newsletters for you

Daily Briefing

Daily

Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week

Wednesday

See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.

LH 02

Read our interview with Lovehoney about SafeSearch, censorship and sales.

Creative Creative Works Outdoor Advertising

More from Creative

View all

Trending

Industry insights

View all
Add your own content +