In a study we conducted for the campaign, we found that sound is one of the aspects of sexual life most affected by false beliefs and prejudices. Realising sound was a powerful creative asset, we decided to use it as the main basis of our campaign.

So we invited anonymous women to share something as personal and as intimate as the sound of their own orgasms. We wanted to give a voice to “the diversity of female pleasure” and show that sex is pluralistic, with plenty of nuances, utterly different to the version depicted by the media.

To this end, we created the Library of Real Orgasms, www.orgasmsoundlibrary.com, a place where everyone is invited to record the sound of a real orgasm and share it anonymously.

Our project started with a huge study investigating how tradition, education and the media affect our beliefs and behaviours towards sex, with a representative sample of 1,565 Spaniards participating. These results were use to build our report “Fiction vs. Reality in Sex” report.

This study played a crucial role in generating awareness and interest among the press and media, lending credibility and trust in our findings.

On website, www.orgasmsoundlibrary.com, provided information about the issue and encouraged them to participate by recording their own orgasm.

Cutting-edge technology on the website then transformed the sound into “Data Art”, a unique and customised artwork for every participating woman. With all this we built a sound gallery that paid homage to the sound of real female pleasure.

This “Data Art” was also the main tool to spread the word on social media and to ensure the whole project remained on its social track.

More than 100 anonymous women recorded and uploaded their orgasms during the first week.

The orgasms were listened more than 110,000 times over the first five days.

We reached 1,838,534 users with the hashtag #OrgasmosReales in the first week, opened up the debate that remains alive to this day.

134 domestic media outlets picked up the campaign, extending the debate to Spanish society at large.

10,000,000 people were reached by publicity, meaning an earn media value of €1,246,980

Stemming from the initiative a documentary on the subject was produced, enabling deeper exploration of the way in which fiction has influenced our sexual behaviour.

We created a campaign whose goal was to create awareness and buzz about a major social issue: how movies are creating a fictitious view of sex and how this diverges from reality, especially for women.

So we created The Library of Real Orgasms, an integral project to prove how actual orgasms are different from the ones seen in movies, and relied on a PR and social PR campaign with press and influencers to reach our target group. No media spending was budgeted.

With the Library of Real Orgasms, we started a project aimed at a more open conversation regarding real sex. Bijoux Indiscret’s goal is to change our attitudes and behaviours with regards to sex and to create a platform for more open and honest conversations about our sexual lives, which could lead to improvements.

We would like to break taboos and prove that real sex is actually different to the one portrayed in movies, and talking about sex is the only way break these taboos. Using the slogan “I believe sex is not as shown on TV” we created our strategy: to develop a battle cry in favour of real sex based on the conviction that really talking about it would mean a change in society.

Bijoux Indiscrets is a brand that originates and produces high quality erotic toys and accessories for women.

22.5% of Spanish women have never or almost never managed to achieve an orgasm during sexual intercourse and most of them feel such pressure to reach orgasm or to reach it in the way their male partners are expecting that 52% of women occasionally end up faking orgasms and 11.8% always fake them.

Why? A huge number of articles and studies show that the image we have of sex is completely distorted by what we have seen in the media, especially in porn movies. 63% of women believe we have an unrealistic image of sex and 49% believe they did not get enough sex education when they were young.

Bijoux Indiscrets is a brand committed to empowering women and educating them on their sexual lives, so we wanted to do something about it.