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Replens and The Gate smash negative stereotypes of sex and ageing
‘Sex never gets old’ brings older generations out of the shadows, proudly shining a light on their lived reality, demonstrating that representation matters, for everyone.
Izzy Ashton
Deputy Editor, BITE CreativebriefReplens
“Sex Never Gets Old” features a diverse group of older people, with a range of ethnicities, ages and sexualities, within beautiful, emotional portraits of couples. Through these emotive portraits Replens™ highlights age is no barrier to the enjoyment of intimacy.
- Agency:
- The Gate, London
Sector
Health & Wellbeing
Bite Insight
For too long, older generations have either been left out of marketing campaigns altogether or stereotypically portrayed to such an extent that people barely recognise themselves at all.
And stereotypes matter. They matter because representation matters. To see yourself represented is one of the most vital aspects of modern day life, whether that’s on the spines of books, the billboards you walk past or the TV show you flick on.
Dismantling the negative stereotypes around ageing and sex is at the heart of a new campaign created by The Gate for Replens, the vaginal dryness treatment brand. The campaign, ‘Sex never gets old’ is the winning work in Transport for London’s annual Diversity in Advertising award, winning £500,000 worth of ad space across the TfL network.
This year’s award was open to campaigns that offered a more authentic portrayal of people over the age of 55, moving away from stereotypes and into reality. The Replens campaign is a powerful example of that, portraying older people sharing intimate moments.
The beauty of this Replens campaign is that it is both diverse and intersectional, capturing the spectrum of relationships from same sex to inter-racial. For a campaign running in one of the most diverse cities in the world, this element is a vital one.
‘Sex never gets old’ brings older generations out of the shadows, proudly shining a light on their lived reality, demonstrating that representation matters, for everyone.
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