If a squirming 80 percent of British society flinches from even talking about sex, it follows that acknowledging later life sex is an even greater taboo. There’s a notion that gran and grandad shouldn’t, couldn’t and wouldn’t want to be intimate.
So relationship counselling service Relate tackled the taboo head-on with eight printed ads shot by renowned photographer Rankin, featuring older people in a joyous moment of semi-undress and passion. They show real people like Andrew and Mark who have been together for 31 years and breast cancer survivor Chrissie with her partner Roger.
With accompanying slogans like ‘Over the hill. And the table. And the sofa.’, Relate playfully champions the importance of sex and intimacy. As a result, they saw a 50 percent increase in sex therapy bookings.