case studies

Let's Talk The Joy of Later Life Sex

Words by: Print Power
Cannes Lions 2021 Winner

AGENCY Ogilvy London
BRAND Relate
CATEGORY Print & Publishing/Not-for-profit/ Charity/Government
AWARD Silver Lion

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. 

Stunning visuals. Let’s talk about older sex (because it’s time someone did). This campaign from Ogilvy UK beautifully shatters taboos about physical intimacy among older people. Exploring everything from tender intimacy to the more risqué, the series of images featuring a whole range of older people feels hugely empowering.
Sonoo Singh
Founder/Creative Salon
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