International Women’s Day 2022

To mark International Women’s Day on March 8th, we created a campaign to help ‘break the bias’ around the orgasm gap between heterosexual men and women, fronted by sex-positive reality star, VICE columnist and podcast host Megan Barton-Hanson.

Title ‘Let’s Come Together’, the campaign is hinged on the shocking statistic that during heterosexual sex, only 39% of cis-women regularly orgasm compared to 91% of cis-men.

We created a Sex-Positive Hotline, where under the guise of a traditional sex line, Megan educates callers on the orgasm gap and gives them suggestions as to how they can close it with their partners. The free hotline is supported by an outdoor poster campaign, with flyers appearing in phone booths across London in the days leading up to International Women’s Day.

The initiative aims to use the important yet often unspoken example of the orgasm gap to shine a light on gender inequality more broadly and spark a conversation about the equal importance of the female body and lived experience.