ABOUT

Setting the Scene
In 2025, LADbible uncovered a worrying truth. Research of 5,300 18–29 year-olds revealed that an entire generation’s understanding of sex and relationships was being totally shaped by porn consumption. Yet, young people were uncomfortable, under-informed and unsupported when trying to talk about it openly.

As the UK’s largest social entertainment brand, reaching nearly three-quarters of British 18–34-year-olds, LADbible recognised that silence was no longer responsible. This wasn’t a fringe issue. It was playing out daily across LADbible’s own community. From comment sections to DMs and social conversations, confusion, shame and hostility around sex were increasingly visible.

Porn can be entertaining. But when it becomes a primary source of sex education, it can distort expectations, fuel insecurity and leave young people navigating complex issues alone. LADbible’s research showed many young people were worried about porn’s impact, yet lacked credible, relatable alternatives to talk about it.

The cultural context only heightened the urgency. The year leading into the campaign was shaped by rising misogyny, incel culture, backlash against adult creators, poor sex education and debate around the Online Safety Act. Public conversation was polarised: either sensationalised or avoided altogether.

With MikeWorldWide as strategic creative consumer PR partner, LADbible set out to intervene with honest conversations that were equally as captivating as the porn young people were engaging with and reframed the topic as a serious public interest issue.

The ambition wasn’t simply awareness, but confidence, participation and behaviour change at scale.

The result was For F**k’s Sake (FFS) Productions: a ‘porn studio’ but not the kind you’d expect. FFS Productions posed as a fictional porn studio, using misdirection to capture attention before subverting expectations. This drew audiences in and reframed creators and experts as credible educators.

Budget: £250,000 (Total Spend) | £20,000 (PR Spend)

Objectives: Reframing a taboo
Together, LADbible and MikeWorldWide set out to:
• Increase confidence and comfort among young audiences talking about sex and porn
• Change attitudes and behaviours shaped by porn-led expectations
• Overachieve on engagement by creating content young people actively chose to watch and share
• Position LADbible as a responsible, trusted convener of difficult conversations
• Amplify diverse voices – creators, experts and lived experience – without shame or moralising
• Ensure the conversation travelled beyond LADbible’s audience into wider culture and policy

Why this campaign mattered in entertainment culture
When porn is more entertaining than sex education, sex education has to change.

Porn is one of the most consumed forms of entertainment in the world, quietly shaping how young people understand sex. LADbible recognised this wasn’t just an education problem – it was an entertainment one.

Rather than competing with porn through instruction or prohibition, FFS treated sex education as content people would actively choose to watch. Using humour, creators and storytelling, the campaign made conversations about sex unskippable.

By meeting young audiences in the spaces where they already watch, share and binge content, LADbible positioned entertainment not as the problem, but as the solution.

Creativity: From concept to cultural cut-through
LADbible’s creative POV was simple: porn is a reality – and ignoring it helps no one.

Research of 5,300 18–29-year-olds in the UK revealed:
- 45% used porn as a main source of sex education
- 60% said it shaped their expectations of real-life sex
- 76% had tried acts seen in porn
- 80% were worried about its impact

Shame, addiction and confusion were common, but conversation was absent. This insight shaped For F**k’s Sake as a consumer-first campaign designed to replace misinformation and silence with confidence and credible voices. Creatively led by LADbible and developed in partnership with MikeWorldWide, along with trusted collaborators, the campaign blended a provocative launch moment, creator-led conversations, long-form documentaries, expert and charity voices, social discussion and earned amplification.

All elements worked together as one experience, encouraging young people to engage, comment, share and reflect.

Why creators, social talent and experts mattered for this campaign
When creators shape culture, they can also reshape behaviour.

Rather than relying on institutional voices, LADbible partnered with adult creators, documentary filmmakers and social talent, including content creators, Josh Pieters and TikTok sensation GK Barry, transforming influence into education. Other adult creators: Rebecca Goodwin, Andy Lee, Paulita Pappel and Carly Rae Summers also became educators through "Creator Sessions," using their platforms to demystify porn directly to their audiences.

These creators spoke to their audiences in their own language, on their own platforms, delivering messages with authenticity and reach that traditional campaigns couldn’t replicate. Influence-driven storytelling, not instruction, became the engine of behaviour change.

Strategy: Building a conversation young people could trust

The strategy was rooted in one core insight: young people weren’t avoiding information about sex; they were avoiding how it was delivered.

Evidence before opinion
All storytelling was anchored in LADbible’s research, reframing porn from a moral debate into a wellbeing and education issue grounded in lived experience.

Tone was critical
Messaging avoided shock tactics or creator-shaming, focusing instead on responsibility, nuance and empathy – creating a space young people felt safe engaging with.

Letting the conversation grow
Rather than chasing a single spike, the campaign unfolded in phases, allowing confidence, participation and cultural momentum to build organically.

Real voices over hot takes
Public figures, adult creators, clinicians and charity partners including Movember, Fumble and Pivotal Recovery worked together, ensuring relatability, credibility and support existed side-by-side.

Implementation: A consumer-led journey
Implementation was designed as a consumer journey – not a rollout. Each phase was built to deepen engagement, invite participation and grow confidence over time, using formats young audiences already loved and trusted.

Phase One: Opening the conversation
LADbible and MikeWorldWide introduced the topic through creator-led content, documentaries and social discussion, creating a safe, engaging entry point into a subject many felt uncomfortable raising themselves.

Musician and activist Jordan Stephens fronted the launch, helping make the conversation approachable and culturally relevant. Alongside him, creators, clinicians and people with lived experience shared honest stories about porn, addiction, expectations and shame.

Early engagement across LADbible’s owned channels and creator platforms generated strong participation – comments, shares and discussion – demonstrating clear audience appetite.

As traction grew, earned media followed audience momentum. Initial coverage landed across The Sun, Mashable, Huffington Post and LBC. Broadcast outlets initially declined, citing sensitivity and risk. However, a turning point came with Jordan Stephens’ appearance on BBC Radio 4’s Radical, hosted by Amol Rajan. Coverage later expanded into The Guardian and Cosmopolitan.

Phase Two: Deepening engagement
The second phase introduced long-form documentaries, including GK Barry’s female-led exploration of fantasy versus reality. This refreshed the narrative, broadened appeal and invited new audiences into the conversation.

Earned coverage expanded into lifestyle and daytime platforms including Lorraine, This Morning, OK! and MailOnline, helping the conversation reach audiences beyond LADbible’s core.

RESULTS

For F**k’s Sake delivered meaningful consumer impact at scale:

We drove awareness:
• 531M total potential media reach across 130+ articles and coverage on BBC, ITV, LBC, London Standard, The Guardian, OK!, This Morning and Lorraine.
• 462k engagements showing active participation
• 38M impressions across campaign content
• 619k views on YouTube documentaries

Shifted editorial behaviour:
• 100+ positive relationships with journalists, converting them into LADbible advocates.
• “Really happy to be seeing more done in this space” – Catriona Ines, Cosmopolitan
• “We’ve been getting amazing feedback from our listeners” – Anna Budd, Producer at Radical, BBC Radio 4
• “Grace’s interview with Lorraine received great feedback from viewers, with many saying how there should be a more open conversation around the subject of pornography” – Camille Solomon, Producer, Lorraine

Changed perceptions*:
• 18-point lift in comfort discussing sex and porn (vs. 6-point benchmark)
• 17-point lift in seeking information to navigate sex healthily (vs. 5-point benchmark)
• 395% YoY increase in neutral porn sentiment in media
• Porn policy media conversations increased 24% YoY

And created real momentum:
• LADbible presented policy recommendations to Parliament
• Exclusive digital partner for UK's Violence Against Women and Girls strategy announcement, including interview with British Prime Minister
• Invited to talk porn at Men and Boys Health Summit by Minister for Justice Alex Davies-Jones

*ThisThat Brand Lift Study (LADbible, January 2026); media and sentiment analysis via Meltwater, January 2026.

Why this entry should win
This was consumer PR at its most challenging – and most impactful.

In a highly sensitive cultural space, LADbible and MikeWorldWide didn’t tell young people what to think. They created something young people actively chose to engage with – on their terms, in their spaces, without shame.

To sum this up nicely, after his This Morning interview, Ben Lennard shared:
“So many people have reached out to me who are going through the same issue…being able to help others is exactly what I hoped to do. Thank you for helping me achieve that.”

For F**k’s Sake earned attention by being relevant, entertaining and human. It changed how young people felt about talking openly, and proved that when audience traction leads, culture – and even policy – can follow.