Relate: The hornicultural society

A relationship charity produced ‘The Hornicultural Society’, a campaign that focussed on earned media to draw attention to safe sex among older people.

With the biggest rise in STIs among over-65s how could they be convinced that condoms aren't just for stopping unwanted pregnancies, but also for stopping unwanted diseases?


When it comes to advice this age group can be a hard-to-reach audience. Research for the campaign showed that when they're not in the bedroom, they're in the garden. The work borrowed cues from their second favourite pastime - gardening - to talk to them about safety for their favourite one: sex.


The team created The Hornicultural Society, a tongue-in-cheek invention combining sex and gardening. The creative featured limited-edition condoms with...

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