Sexual wellness brand Girls Get Off launches campaign to help close the Australian masturbation gap via Motion Sickness
The new campaign ‘Close The Gap’ from Girls Get Off and New Zealand agency Motion Sickness tackles a topic that remains taboo at many a dinner table. The masturbation gap.
Studies have shown that the masturbation gap in Australia is particularly pronounced, with research indicating that while half of males surveyed serviced themselves at least once a month, only a quarter of females do the same. A disparity of 50%.
Why does the masturbation gap matter? It speaks to wider societal attitudes and beliefs toward gender, where women’s sexual agency, self-determination, and entitlement to pleasure are not normalized in the same way as men. It’s just another way in which women are systemically held back.
Sexual wellness brand Girls Get Off is focused on their mission to empower women in all things pleasure, tackling conversations with a sex-positive mantra, and decreasing the stigma around female masturbation. Because while the statistics and numbers may be nominal, the reality is that there’s still a long way to go in reducing shame and normalising the joy of self-gratification.
In light of this orgasm imbalance, Girls Get Off solicited the services of Motion Sickness to create a provocative awareness campaign, calling attention to this silent pandemic of dissatisfaction, and supporting their launch into the Australian market.
With a wide spread of GGO-customers’ legs appearing across a range of pointed media placements, the ‘Close The Gap’ campaign has a simple purpose; encouraging an open and honest dialogue. Whether that be a conversation on your morning commute, or at your social bowls game, it’s an easy cause to support.
Says Viv Conway, co-founder, Girls Get Off: “We work to create a space that helps women feel comfortable talking about and making the most of getting off. Women we talk to often have feelings of shame or ‘dirtiness’ surrounding masturbation, and we find that with creative marketing and talking normally about the topic, this helps take away those uncomfortable feelings and close in on the masturbation gap. Masturbation provides health benefits and costs nothing, so why not? Everyone deserves to explore their own pleasure.”
The campaign is live now and runs until February 3rd via traditional OOH and digital panels in Sydney and Melbourne, with social and digital targeted across the entirety of Australia.
Visit @girlsgetoff on Instagram to do your part.
Client: Girls Get Off
Co-founder: Viv Conway
Agency: Motion Sickness
Creative Director: Jordan Stent
Executive Creative Director: Sam Stuchbury
Creative: Sophie Crean
Head Of Strategy: Hilary Ngan Kee
Head of Media – Dom Meehan
Photography: Fraser Chatham
Senior Design: Hamish Steptoe
23 Comments
i don’t understand what product, campaign, company or even message you’re trying to tell
Tell us you’re a cishet male without telling us you’re a cishet male…
Close the gap…. close your legs. Is this realllllly the visual takeaway you want people to walk away with?
Unless you read the supporting copy you really take the wrong message away…
What a wank.
What is the creative obsession with female masturbation?
I didn’t join Motion Sickness
meanwhile … the earth is on fire and millions are dying of avoidable diseases … and you’ve turned masturbation into a gender debate because that’s f*ccing important? For the record I’m female. I get off whenever I want without measuring my pleasure against any other wankers.
Oh, and I hope that’s recycled plastic. 🤨
But I think all the mockups agencies use to promo their work are misleading. Did any of this actually get out there or are they just all files bought from mockupmaison or whatever.
Not singling this agency out or anything, everyone is doing it
This feels like the prop or a line from the brief.
Have to agree, ‘close the gap’ on a pair of spread legs that’s meant to encourage people to, well, open them more, doesn’t make sense.
This is fun, we’ll done.
Go for a walk maybe?
“orgasm imbalance” As a female can someone honestly tell me that this is a real issue in the world and exactly where did the OOH run?
Maybe it’s just an eye-catching ad about vibrators, I like it. For the record I am female and under the age of 40…
Missed opportunities like this really push my button. By all means encourage women’s self satisfaction, sexual health well-being, whatever you want to call it. But this doesn’t hit the spot. FFS there’s even a picture of a sucking vibrator right there. It’s headline gold. Masturbation is not a competition between men and women. That stat may be a fact, but it’s not an insight. It’s a shame, because this could have been great.
I won’t be coming anytime soon..
Isn’t this phrase highly associated with gaps in healthcare and education outcomes for indigenous Australians? Feels a bit gross.
A simple search would show that this tag line is strongly associated with improving the health, wellbeing, education and employment of Aboriginals and Torres Strait Islanders.
Bit tasteless to put the shame of our nation on par with a less than desirable levels of bean flicking…
The future doesn’t look pretty.
Open the gap, surely
Creating divide again…
This has to be satire. The ad industry is a complete parody of itself at this point.
Hahaha, the colonised our campaign.