Siobhan joffe

Better With Age

When it comes to conversations around sex, older Australians aren’t welcome. The very idea of senior sex has become a punchline.

Wild Secrets, one of Australia's largest online adult retailers was determined to break the stigma for older Australians and normalise pleasure for everyone.

We used the card thats in the back pocket of every senior in the country to launch the first ever senior's discount for sex toys.

To get the word out, we turned to one of the oldest (and dying) media thats still embraced by older Australians, the mail order catalogue, to welcome seniors into the conversation.

The Better with Age catalogue was supported by DOOH, BVOD and long copy print ads, reaching out in spaces where older Aussies felt most comfortable: in their homes, their neighbourhoods and community groups (such as veterans and sports clubs).