People are uncomfortable talking about sex in general. Sex in old age? Forget it. In the UK alone, a whopping 80% of society won’t discuss the matter. They prefer to think older people simply aren’t intimate anymore. A misconception that is unhealthy for everyone. We felt it was beyond time this changed. We needed to start a conversation that was way overdue. So, we shone a spotlight on the unseen intimacy in our later years and celebrated the joy of sex in later life.

We needed to create a new visual language that celebrated sex in later life. The design and art direction were crucial in making sex for older people something we should all look forward to. We kept the images a beautifully classic and tasteful black and white, then deliberately juxtaposed these with vibrant, colourful and playful type.