Lovehoney highlights health benefits of self-pleasure in bold new OOH campaign

Sexual wellness brand Lovehoney has launched a provocative new out-of-home (OOH) campaign across Australia, to mark the end of International Masturbation Month.

The campaign aims to break down taboos and stigma associated with self-pleasure, by promoting the physical and mental health benefits of masturbation, the brand said.

Sex and relationship therapist at Lovehoney, Christine Rafe, said: “Masturbation is a natural and healthy aspect of human sexuality, yet it often remains shrouded in shame and embarrassment. Lovehoney’s fearless campaign aims to change that by highlighting the multitude of benefits self-pleasure brings.

“We want to empower Australians to embrace and celebrate their own sexual well-being while dispelling the societal taboos that prevent open and honest discussions about self-love.”

Lovehoney’s recent research revealed 25% of Australians feel shame associated with self-pleasure, with more than half (51%) considering it an embarrassing topic. Some 36% of Australians don’t want others knowing they engage in self-pleasure.

The campaign showcases five different health benefits, aimed at changing those statistics, Rafe said.

“Masturbation isn’t a guilty pleasure; it’s a secret weapon for enhancing overall well-being,” she added.

“Our goal is to empower Australians to celebrate their sexual selves and remove the stigma that surrounds self-pleasure. Let’s embrace the joy and the health benefits that come with a little ‘me time’.”

The campaign was created in-house by CampaignLab, who was appointed to manage the brand’s PR and integrated campaigns in Australia, two years ago.

The OOH has rolled out across Brisbane, Sydney and Melbourne. The campaign is also running across digital and social.

Lovehoney’s research was conducted in May 2023, and surveyed 1,005 Australians aged 18+.


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