Lovehoney
Redefining intimacy and breaking taboos about sexuality in later life.
Background
Our goal was to redefine perceptions of sex in older age, celebrating lifelong desire and empowering people to embrace their sexuality at every stage. By challenging younger people’s views on aging and intimacy, we aimed to spark widespread conversations in mainstream media.
Our approach
Research showed 62% of young people in the UK think people should stop having sex at a certain age due to aging bodies, with 45% of Gen Z suggesting stopping at 50. This highlighted the need to challenge misconceptions about sex and intimacy in older age.
What we did
To spark open, honest conversations, we enlisted three remarkable women in their 60s and 70s - our “Queen Bees.” Passionate advocates for healthy sex lives, these senior sexperts tackled the nation’s burning questions, breaking taboos and celebrating intimacy in later life with wisdom and humour.
Impact & results
Our Queen Bees campaign secured an exclusive feature in Daily Telegraph, including print, online, social, and community coverage. It generated 15 features in mainstream lifestyle and national press, effectively challenging misconceptions about sex in later life, with 100% positive sentiment and key message cut-through.
'We're really happy with how the Lovehoney Queen Bee campaign has turned out; not only in being able to champion a marginalised group in the sexual wellness space, but seeing excellent - and ongoing - coverage in some historically hard-to-reach titles. As always have found it a pleasure to work with the Boldspace team.'
Calum McCloskey
UK PR Manager