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Announcement posted by PHE International Pty Ltd 14 Jul 2022

Reframing who is sexually active in Australia.

Melbourne | July 14 2022| "Representations of disability and gender in advertising have been traditionally confined by narrow ideals surrounding body image. Women with mobility impairments are often seen as ‘risky’ in twenty-first-century advertising." Writes Dr Ella Houston - Lancaster University, UK

Breaking new ground with its latest TVC campaign, Australia’s largest online retailer of sex toys, Wild Secrets, shine a light on who’s really having sex by highlighting inclusivity in adult sexual health Australia wide.

The initial vision for the Wild Secrets advert was to have a broad and inclusive reach. Whether you are LGBTQI, whatever your race, whatever your ableness, whatever your age, Wild Secrets believes you deserve guilt free sexual pleasure and freedom. Wild Secrets has been providing the toys and lingerie to support that philosophy for 30 years and so far, to over 1.5 million happy customers.

When selecting talent for our campaign, we were mindful of inclusivity and aligning with those that positively reinforce sexual health as part of their own voice. “We know our customers and we could see they weren’t represented in the ads we were seeing – said Adam Lea, Marketing Manager for Wild Secrets.
Clementine Ford, author, feminist, podcast host, single mother, voice of equality stated, “I’m thrilled to be part of a campaign that helps to normalise the use of toys and play to explore sexual pleasure. There’s nothing shameful about enjoying a wide variety of sexual experiences, and sex toys are a unique and important part of this.”

Akii Ngo (they/them) explains "I am a disabled, autistic, young, mobility aid using, non-binary trans, LGBTIQA+ / Queer, model of colour from a refugee background and being part of this production was not only incredibly fun but also extremely rewarding! This is because I am deeply passionate about intersectional, non-tokenistic representation, especially positive disability representation within all spaces, including the fact that everyone deserves rewarding, pleasurable sex lives regardless of our abilities."
"Guilt-free sexual pleasure and freedom are a natural part of all lives, including those with various needs and disabilities. There are so many misconceptions and stigmas associated with disabled individuals feeling pleasure, being pleasured, and/or having sex. Being part of this TVC is just one amazing step forward to breaking down those barriers and stigma" 
"Wild Secrets' ethos of building a shame-free community that empowers individuals to celebrate and openly discuss sex, the role sex toys play in enhancing their sex lives is truly something to be celebrated. I loved modelling Wild Secret's stunning lingerie and being unapologetically myself, in my wheelchair, as a trans non-binary individual, without shame was such an inclusive, approachable, and fun experience!" 

The ad which includes gay, bi, straight, masturbation, new toy tech, also includes members of an older generation about to have a threesome. Older people are regularly avoided in the sexual conversation but research shows “age had a positive relationship with sexual quality of life”, and researchers have discovered what Wild Secrets have known from their data for some time – older people are sexually wise and they know it.

“With life experience, people might be learning more about their own sexual preferences and their partners’ likes and dislikes,” says Miriam Forbes, senior research fellow at Macquarie University in Sydney, Australia, who worked on the study. 

In featuring older people, Wild Secrets hopes to break down some of the generational barriers and help people have the conversations they’re already wanting to. "We know people want to explore and celebrate their sex lives,” Lea said. “And this is just another way that we hope empowers all Australians to have those conversations.”

The advert is the embodiment of Wild Secrets brand values, and above all their desire to create an inclusive Australia for all fun loving adults, positively fun, inclusive, approachable, somewhat cheeky and discreet. Above all else, Wild Secrets aims to provide all adults with the inspiration, information, interaction and ultimately the empowerment to self-educate, explore and celebrate their sex lives.

Regards
Sally 

Sally Brady 

PR & Media Manager

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