Life might begin at retirement these days, but that doesn't mean seniors should throw caution to the wind.
In the U.K., new research shows that STIs among the over 65s are at an all-time high. So relationship charity Relate (which has previously championed the joys of later-life sex) has set out to remind people to take care. But it's done it in a way that might catch the eyes of older adults by leaning into something else they are passionate about: gardening.
The campaign, via Ogilvy, starts with a series of vegetable-themed condom packet designs that look a lot like seed packs, put on display at garden centers.
The creative gives a nod to the most popular cheeky vegetable emojis, including aubergines, plums, courgettes, onions and avocados. They were showcased at one London garden center (above) but wil be widely available via the Relate website.
The seed packs and creative will also feature in outdoor ads that feature close-up shots of the suggestive packets, with provocative double entendres like "harden off" or "double digging," under the banner of "The Hornicultural Society."
“The audience we are talking to don’t realize they have this problem," said Jules Chalkley, chief executive creative director at Ogilvy. "They’re not looking for it. They’re not listening for it. And they are certainly not going into chemists to ask about it. So, partnering with Relate, we decided to crash the number two favorite weekend activity into the number one."