Sex toy retailer Wild Secrets celebrates the clitoris in campaign from The Royals
Sex toy retailer, Wild Secrets, is celebrating the clitoris in an effort to ‘help close the orgasm gap’, with an integrated campaign from The Royals.
Australian women orgasm 30% less often during sex, and 80% of women need clitoral stimulation to orgasm. However the clitoris is often overlooked in sex scenes, sex education in schools, and between partners.
Wild Secrets general manager, Will Dobbyn, said the clitoris has been ignored for too long.
“At Wild Secrets, we think the epicentre of the female pleasure zone has been sidelined from the sexual narrative for far too long.
“Better awareness of the clitoris will bring more pleasure to the lives of all sex-loving adult Australians. If our clitoral stimulator products can help them get there, then that’s a bonus.”
The four-week campaign kicked off with large-format out-of-home placements which featured anatomically correct avatars of the clitoris. The billboards received no complaints from the public, which Wild Secrets has interpreted as a sign that “Aussies couldn’t recognise a clitoris if there was a 50-foot sparkly one staring them in the face.”
The campaign also consists of the clitoris appearing on catch-up TV and social media, and via ‘pleasure-positive’ influencers. Wild Secrets has also given the clitoris its own Instagram page, @knowme_au.
The Royals’ executive creative director, Stu Turner, said: “Humankind managed to reach the boundaries of the solar system in search of alien life, and even accomplished the complete mapping of the moon, three decades before the full anatomical diagram of the clitoris was completed.
“Even today, very few people know what the clitoris looks like or how powerful it is. We thought it was about time we educated all Australians and helped them along in the pursuit of sexual wellness, happiness and positive relationships.
“This has been a challenging and rewarding campaign – taking a sensitive, often taboo subject, and normalising it to give it social acceptance.”
Credits
Client: Wild Secrets
Creative Agency: The Royals
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