Lovehoney: Ogle

Sexual wellbeing brand Lovehoney has launched a new campaign with the help of UM Birmingham, McCann Birmingham and Rapport, to help consenting adults turn off SafeSearch and find sex-positive content and products.

The OOH ‘Ogle’ campaign encourages consenting over-18s to turn off SafeSearch to discover the full Lovehoney range. Many search engine users are unaware that it is switched on and it’s preventing them from accessing a wealth of sexual wellbeing content online.

Recent changes to SafeSearch mean an estimated 700,000 consumers have been prevented from finding Lovehoney in just two months of 2021, and over 600 complaints to search engines have been made by the company. Lovehoney hopes the campaign might finally open a two-way conversation with the leading search engine.

The campaign was selected as The Drum’s Ad of the Day.