Wild Secrets formally introduces Australia to the clitoris to help close the orgasm gap in latest campaign via The Royals
WildSecrets.com.au has launched its latest campaign with The Royals, which asks Australian to get to know the long-neglected, ever-misunderstood, holy grail of female pleasure. The clitoris.
Aussie women aren’t reaching the same highs as men in the bedroom, orgasming 30% less often during sex.
To tackle this issue, WildSecrets.com.au has launched the “Know Me” campaign addressing Australia’s lack of basic understanding about the clitoris – the quintessential portal to female pleasure.
Says Will Dobbyn, general manager, WildSecrets.com.au: “At Wild Secrets, we think the epicenter of the female pleasure zone has been sidelined from the sexual narrative for far too long.
“Better awareness of the clitoris will bring more pleasure to the lives of all sex-loving adult Australians. If our clitoral stimulator products can help them get there, then that’s a bonus.”
The campaign was sparked by the reality that 80% of women need clitoral stimulation to orgasm, but the historical sexual narrative gives this magical body part very little attention. And it’s still ignored in sex scenes, classroom teachings, conversations – and the bedroom.
The four-week campaign launched with a series of large-format OOH placements. No complaints were filed about the sexually themed billboards, demonstrating that most Aussies couldn’t recognise a clitoris if there was a 50-foot sparkly one staring them in the face.
The campaign is rounded out with artful, anatomically correct avatars of the clitoris starring on catch-up TV and social media, pleasure-positive influencers, and a personal Insta page for the clitoris, @knowme_au
Says Stu Turner, executive creative director, The Royals: “Humankind managed to reach the boundaries of the solar system in search of alien life, and even accomplished the complete mapping of the moon, three decades before the full anatomical diagram of the clitoris was completed.
“Even today, very few people know what the clitoris looks like or how powerful it is. We thought it was about time we educated all Australians and helped them along in the pursuit of sexual wellness, happiness and positive relationships.
“This has been a challenging and rewarding campaign – taking a sensitive, often taboo subject, and normalising it to give it social acceptance.”
Client: Wild Secrets
Creative Agency: The Royals
37 Comments
No seriously, why are the blokes speaking?
Yes, there were more women than men who worked on this campaign, but the quotes came from the client lead and the creative lead (myself) which are both men. We don’t feel the need to flood our work with credits but I am more than happy to provide you with the list personally if you like.
Reach me at stu@theroyals.com.au
From a PR perspective and for the morale of your team, it’s worthwhile sharing your team who brought this work to life. Creatives deserve the acknowledgment. It’s not perceived as “flooding” with credits; it’s giving credit where credits due. Additionally, for a campaign that is about a female body part, it makes sense to list the women that worked on it. Appears very shortsighted not to do so.
Fair point but we just don’t work like that. We have so many people that made this happen (the whole agency in one way or another) that to list everyone would be overkill. And then you’d probably have trolls saying how ridiculous it is to have so many people on one job. You can’t win in the comments section.
Dude, shut up.
Here’s how it’s done:
https://campaignbrief.com/libra-confronts-period-stigmas-and-societal-pressures-in-new-liveliberated-campaign-via-cumminspartners-melbourne/
Not sure i see the logic in that.
The Royals never post credit lists no? Why change that for this?
To think the Wild Secrets and The Royals introduced Australia to the clitoris… Wow, thanks guys!!!
You have so utterly missed the mark here. No wonder there’s no credits. What woman would want their name next to this?
Persactly!
This is clever, nice one team!
maybe you’ve only just learned though?
Seen the campaign unfold on Insta. Lovely art
Amazing brief but I get the sense (even from Stu’s comments and the lack of a credit list) that a client mostly wrote and concepted this.
Clearly it’s an education campaign directed to those who don’t have one, so not too worried that some blokes made it, though it’s nothing on Viva La Vulva. Looking forward to the next instalment on female ejaculation. Now we’re talking.
… my clit looks like that.
No idea.
Google rabbit hole in 3… 2… 1…
A couple of shit comments about a long credits list is a very, very small price to pay for the gratification the individuals who worked on this campaign might have felt.
If you live for gratification on credit lists, you’ve got some problems.
I have a clitoris and had NO idea it looked like that. Male credits, female credits – whatever. I learned something from this, so thanks.
Who said anyone’s living for gratification?
Don’t misconstrue the comment matey.
It does amaze me that no one looked at this press release and thought ‘hmmmm, man it might just be a little fucking tone deaf to have two middle aged dudes being the quotes in here, considering what the campaign is about’.
Who cares?
Talking about the credit list only hides how bad this campaign is.
The best thing about this is the intentional gap in the PR headline… and that is saying alot.
If anybody the campaign is targeting men not women.
Some people these days are just so quick to set a flag on fire before they even know who’s waving it.
I enjoy the fact that the more people that comment on this article, the more the image of a clitoris remains the top of Campaign Brief’s homepage.
It’s a beautiful piece of work. Forget the haters.
#clitbait
I thinks it’s refreshing they don’t have a long list of credits. It looks ridiculous.
It’s already been introduced. Every adult I know knows about it.
But, hey, saying so is probably not allowed.
for the campaign about assholes.
I still have no idea what Wild Secrets is or are. I am usually always down (sorry) for a campaign that has the intention of educating men on how to please women but the execution here is so careful and cryptic it’s not actually getting the job done (sorry). If the client wants to spend large coin on OOH that doesn’t actually land the message if only to prove their insight, they haven’t actually delivered on the intent of the campaign, have they?
There’s a call to action at the end of the spot. Have a look.
So disappointing to see some of the comments here.
Get a grip, people.
Well done Royals!
Yes agree with P, no need to get in a flap
Love the idea but this could have been executed so much better.
That doesn’t look like any clit I’ve ever seen.
The comments on here are a sh*t show. I came here to say that this is brilliant and no I don’t work for The Royals. This caught my attention on socials and I didn’t realise it was a brand campaign until I read more which is a. awesome because it was engaging and b. sneaky sneaky clever advertising. Also, many of you may not realise that sex toys are banned from social ads so it’s all round genius.
Men can write sex toy ads.
Women can write truck ads.
Some agencies list credits.
Others don’t.
Just be fucking nice eh?
BTW, well done Royals.
What difference does it make if she’s single?