For F**k’s Sake: Reframing Sex Education for a Generation Raised on Porn

The Challenge

With 45 per cent of Gen Z learning about sex from porn prior to formal education, online adult content heavily shapes expectations surrounding intimacy, consent, and relationships. Reaching nearly two-thirds of UK 18-to-34-year-olds, LADbible Group recognised that neutrality was no longer an option, creating a need for a safe space to discuss sex, shame, and consent.

The Strategy

The initiative was designed as a creator-led intervention into the education gap, bridging the disconnect between digital adult content and real-world relationships. LADbible partnered with measurement specialists ThisThat to evaluate behavioural change, deploying creators to lead open, non-judgmental conversations across social platforms.

Execution and Innovation

Creators across various verticals, including Jordan Stephens and GK Barry, were deployed to lead candid discussions on sensitive topics. By using relatable creator voices to explore intimacy and sexual health, the campaign engaged young audiences directly within their everyday social feeds to break long-standing taboos.

Results

The campaign generated 38 million impressions and achieved a potential reach of 531 million across all media. Research confirmed an 18-point uplift (from 59 per cent to 77 per cent) in comfort levels discussing sex and porn, while sparking a national debate that extended into mainstream media and political discourse, reaching the Prime Minister.

Judges' Verdict

"Great campaign, with creators deployed across various verticals to lead genuine conversations and impact. Had large reach and impact."