Vaginal dryness model Replens ® gained the Transport for London (TfL) and Range competitors in Metropolis Corridor promoting for hypotheses difficult the aged and privateness.

The ‘Intercourse By no means Will get Previous’ marketing campaign celebrates intimate relationships between folks over the age of 55, whereas highlighting same-sex partnerships and vaginal dryness, a difficulty many ladies really feel uncomfortable with. comfy discussing.

The Replens MD marketing campaign was chosen by a panel of judges from promoting, media and seniors’ organizations, alongside Metropolis Corridor and TfL, for its potential to alter perceptions and drive change within the business. .

Age, privateness and gender are hardly ever talked about in promoting when speaking about folks over the age of 55.

Rossana Doldi, Replens MD

The model will obtain £ 500,000 of promoting area on the TfL community.

“Age, privateness and gender are hardly ever talked about in promoting when speaking about folks over the age of 55. Our marketing campaign captures a variety of older folks as sexual beings in stunning and emotional moments of their intimacy, celebrating their age and shattering the misconceptions surrounding these unstated points in later life, ”says Rossana Doldi, Supervisor well being care at Church & Dwight UK, proprietor of Replens MD.

“By this marketing campaign, in collaboration with TfL and the city corridor, we may give visibility and relevance to this usually ignored age group, giving folks the arrogance to see their older individual in a extra optimistic method. “

Bike maker Brompton gained a remaining prize to match funding of as much as £ 50,000. The model reversed the which means of ‘get alongside’ from a detrimental time period used to explain an individual as getting older to imply getting on a motorcycle and exuding confidence.

Christina Lindquist, Advertising and marketing Supervisor at Brompton Bicycle, says: “[We] wished to make a transparent assertion in opposition to the concept that some individuals are “too previous” to journey a bicycle. It is time to finish the stigma surrounding bodily exercise for older generations. We all know from speaking to many purchasers over the age of 55 that they journey all over the place, whether or not it is procuring, seeing family and friends, or exercising. “

In collaboration with companions JCDecaux and International, this yr’s competitors sought manufacturers to authentically signify folks over the age of 55, to assist tackle one-dimensional representations of older folks in promoting.

It comes as Lloyds Banking analysis reveals that whereas folks over 65 make up 17.7% of the inhabitants, they solely seem in 6.2% of promoting and once they do, manufacturers are closely depend on stereotypes.

The TfL Range in Promoting competitors was first launched in 2018, with earlier cycles encouraging advertisers to higher signify girls and BAME communities in promoting.

Hosiery model Nubian Pores and skin took first prize final yr, whereas Holland & Barrett gained first competitors for his or her marketing campaign to interrupt taboos round menopause.