Okay-Y's intercourse constructive marketing campaign advocates feminine masturbation
With a national holiday or month for everything, it should come as no surprise to find one reserved for masturbation. In the United States, May is also the national month of masturbation. To celebrate this exciting holiday, K-Y has launched a new outdoor campaign in New York's East Village and Bushwick and Williamsburg in Brooklyn to promote female pleasure.
The project includes a series of billboards with fun, sex positive slogans aimed at anyone who identifies as a woman, such as "Let's help ourselves" and "Hand up when you masturbate". There is also a poster with a manifesto for those who paddle the pink canoe.
The idea of the global agency Elephant is to remove the stigma of female pleasure and promote the female gaze. The type-based works are funny, cheeky and stand out from the city's buildings in their thousand-year-old pink color palette.
"For this campaign to be really effective, we can't just nod at a calendar event. We had to create a space for everyone who identifies as women," says Nina Mourin, Associate Creative Director at Elephant New York. "That's why we say in the Manifesto more than once "cheers" and offer a long range of euphemisms. The exaggeration is on purpose: if we do get into the spotlight, you'd better believe that we will take the time to bask in it. "
The project was also an opportunity for K-Y to engage its audience and further establish itself as a “sexual wellness icon”. "We believe that masturbation deserves to be celebrated by everyone, especially women, and we hope through this campaign to normalize all scars related to masturbation and sex," said Aliza Leferink, Marketing Director of Intimate Wellness USA at RB ( belongs to the KY). . "It's fun, it's healthy, and it's good for you and your relationship."
The ads will run throughout the month of May and will be accompanied by a social campaign that enhances female masturbation and promotes intimacy and wellbeing.
elefant.is; k-y.com