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Relate is the UK’s leading relationship charity, and all about generating open conversation. A large part of their resource is geared toward connecting their 65+ market to Relate sex therapists, because they recognise that sex for older people isn’t always easy. The biggest complication is that sex in later life isn’t something society is okay with. Just when they need to open up the most, they feel the weight of the stigma on them. We needed to wake society up to the fact that older people want and have sex. But how do you bust the unhealthy taboo of later life sex? By shining a spotlight on the unseen intimacy in our later years and celebrating it, rather than brushing it under the carpet or tucking it under a doily. To do this, we needed to create a new visual language that celebrated sex in later life in a joyful, beautiful and natural way. And we needed to get it out in the open. So, we launched in the UK’s major Sunday newspapers, tapping into the British tradition of reading the weekend newspapers in bed.