Relationship Charity has unveiled a new campaign targeting the sexual needs and desires of those over 65. To raise awareness and shine a light on what is currently happening within the community, the organization has teamed up with Ogilvy, launching ‘The Rise of Horticulture.’
According to Relate, "over half of those over 65 consider themselves sexually adventurous." Seniors face the issue of feeling out of place and uncomfortable when speaking about their sex life. On top of that, only a tiny portion of the demographic uses protection leading to an abundance of STIs within the age group.
The products in this campaign are vegetable-themed condoms disguised as garden seed packets. This quirky incorporation should provide those over 65 with a fun, interactive way of keeping themselves safe.
"Sex and intimacy can be as adventurous and fulfilling in later life, as it can be at any age. It might be different – for physical or other reasons – but it’s brilliant that our research showed it’s still a significant part of life for those who want it to be," says Anjula Mutanda, relationship psychotherapist and president at Relate.
Vegetable-Themed Condoms
Relationship Charity Has Unveiled a New Campaign Targeting Seniors
Trend Themes
1. Elderly Sexual Well-being - The rise of horticulture, vegetable-themed condoms, and similar campaigns targeting sexual needs and desires of seniors.
2. Senior-friendly Protection - The creation of unique and unconventional protection options tailored for the elderly demographic.
3. Elderly Sexual Health Campaigns - The increase of awareness and support for sexual health of seniors via advertising campaigns and partnerships.
Industry Implications
1. Healthcare and Wellness - Innovative approaches to sexual health and protection for the elderly demographic can be developed and marketed by healthcare and wellness companies.
2. Nonprofits - Charities serving the elderly can create campaigns and marketing strategies targeting the sexual health and well-being of seniors.
3. Marketing and Advertising - Marketing and advertising agencies can partner with nonprofits and organizations to create awareness for sexual health and protection for the elderly in a socially engaging manner.