An advertising campaign proclaiming that “Sex never gets old” has won an award for challenging assumptions around intimacy between older people. The vaginal dryness brand Replens MD won Transport for London and City Hall’s Diversity in Advertising competition. The prize – £500,000 worth of advertising space across the TFL network – was for the campaign’s potential to change perceptions in the advertising industry. “Age, intimacy and sex are rarely referenced in advertising when discussing those aged over 55. Our campaign captures a diverse range of older people as sexual beings in beautiful and emotional moments of their intimacy, celebrating age and breaking down misconceptions surrounding these unspoken aspects in later life,” says Rossana Doldi, head of healthcare at Replens MD owner Church & Dwight UK.

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