Let’s Talk The Joy of Later Life Sex’ campaign featured on billboards for two weeks before moving to print and online spaces.
It featured a diverse range of older people enjoying moments of intimacy. The campaign was shot by the celebrated photographer, Rankin: better known for his fashion work.Relate says it wanted to start a conversation about sex in later life.
According to a recent study by 3Gem Market research, “two-thirds of over 65s (67%) say sex and intimacy for their age group is rarely (43%) or never (24%) represented in media compared with a fifth (20%) of 18 to 24-year-olds.”Furthermore, only “one-fifth of people across the UK think society is OK talking about sex and intimacy in people aged over 60.”Related: Ian McKellen sets.