Siobhan joffe
Better with Age
Client
Wild Secrets
Location
AUS
Insight
When it comes to conversations around sex, older Australians aren’t welcome. The very idea of senior sex has become a punchline.
Idea
Wild Secrets, one of Australia's largest online adult retailers was determined to break the stigma for older Australians and normalise pleasure for everyone.
We set out to introduce sex toys to over 65s on their terms, using the card thats in the back pocket of every senior in the country; the first adult toy retailer with a senior citizens card discount.
Recognition
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Winner | MADC 2023
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Finalist for 'Direct' | Spikes Asia 2023
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Finalist for 'Health & Wellness' | AWARD AWARD 2023
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Finalist for 'Purpose: Creativity for Good' | AWARD AWARD 2023
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Finalist for 'Healthcare' | Caples 2023
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Finalist for 'Best Direct Response Campaign' | B&T 2023
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Finalist for 'Diversity- The Work' | B&T 2023
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Finalist for 'Award for Bravery' | B&T 2023
Execution
Paper-based channels continue to be the most effective way to reach over 75s (IPA data, 2022). So to promote the provocative new discount, we used a traditional media still embraced by older Australians, the mail-order catalogue, to welcome seniors into a world they've been stigmatised from.
We then distributed the catalogue to over 50 retirement villages across the country, for seniors to read in the privacy of their homes.
The Better with Age catalogue was supported by DOOH, BVOD and long copy print ads, reaching out in spaces where older Aussies felt most comfortable: in their homes, their neighbourhoods and community groups (such as veterans and sports clubs).