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?

Strategy

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.

Creativity

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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