Relate: How not beating around the bush got the over 65s to talk about STIs

Relate, a UK charity, launched a new sex ed campaign, The Hornicultural Society, to get people talking about later-life sex and combat STIs among those aged 65 and over.

Summary

This is a story of how we tackled a sensitive issue insensitively to get a thick-skinned audience start talking about sexual health.

It's a paper that, above all else, reminds us that tone of voice can be one of the most powerful strategic decisions a planner can make.

It's a case study that shows how refusing to beat around the bush put 65+ sex ed on the national news agenda, and (we think) for the very first time made garden centres a legitimate channel media plans.

Part 1: Unearthing the problem of later life STIs

Relate is a charity...

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