The Hornicultural Society Relate

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Relate and Ogilvy UK unveil a gardening centre campaign that celebrates the UK's two favourite passions, during National Gardening Week, as PHE research reveals STIs among the over 65s is at an all-time high. The campaign features a series of vegetable-themed condom packet designs, looking much like vegetable seeds, which will be displayed in garden centres. With a nod to the most popular cheeky vegetable emojis, the range features aubergines, plums, courgettes, onions and avocados – forming a fully sustainable condom collection that can even be planted in a pot to biodegrade. The playful, vegan, tongue-in-cheek illustrated condoms were showcased at the family-run garden centre Finchley Nurseries. By bringing the sexual health debate to an unexpected environment like a garden centre, the campaign will help break down taboos and get people talking about later life sex. The billboards feature close-up shots of suggestive vegetable seed packets under the banner of ‘The Hornicultural Society’.

This is the third instalment in Relate’s ‘Let’s talk the joy of later life sex’ campaign which aims to tackle the stigma around this all-too-often unspoken subject. STI infection has more than doubled in the past ten years among UK adults aged 65 and older. The sustainable limited-edition condoms, supplied by HANX, are available through the Relate website.


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