AUCKLAND, Today: Aussie sexual wellness brand Girls Get Off have contracted NZ agency via Motion Sickness to create the social media activity for a campaign that aims to close the Australian masturbation gap.
Motion Sickness ECD Sam Stuchbury said: “Studies have shown that the masturbation gap in Australia is particularly pronounced, with research indicating that while half of males surveyed serviced themselves at least once a month, only a quarter of females do the same.
“Why does the masturbation gap matter? It speaks to wider societal attitudes and beliefs toward gender, where women’s sexual agency, self-determination, and entitlement to pleasure are not normalized in the same way as men. It’s just another way in which women are systemically held back.
“Sexual wellness brand Girls Get Off is focused on their mission to empower women in all things pleasure, tackling conversations with a sex-positive mantra, and decreasing the stigma around female masturbation.
“Because while the statistics and numbers may be nominal, the reality is that there’s still a long way to go in reducing shame and normalising the joy of self-gratification.
“In light of this orgasm imbalance, Girls Get Off solicited the services of Motion Sickness to create a provocative awareness campaign, calling attention to this silent pandemic of dissatisfaction, and supporting their launch into the Australian market.
The campaign is live now and runs until February 3 via traditional OOH and digital panels in Sydney and Melbourne, with social and digital targeted across the entirety of Australia.
- @girlsgetoff on Instagram
Agency: Motion Sickness
Head Of Strategy: Hilary Ngan Kee
Creative Director: Jordan Stent
Executive Creative Director: Sam Stuchbury
Creative: Sophie Crean
Photography: Fraser Chatham
Senior Design: Hamish Steptoe
Client: Girls Get Off (Viv Conway)
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