If you want to break through resistance to your unwelcome message add a touch of humour. A smile can be more effective than a battering ram. Dating app, Badoo, and its agency, The Romans, also added style – gorgeously appealing, in with the in-crowd style. If you want to make someone do something they don’t want to do, make it cool to do it.
The campaign is asking people to help stop the spread of Covid by giving up sex and taking up masturbation. While lockdown rules are continuing to ease in the UK with small social bubbles allowed and pubs, bars and restaurants reopening their doors, abstaining from visiting multiple households is still encouraged to help reduce Covid-19 spreading.
Through The Romans’ series of posts and posters, Baddo is thanking those single Brits who are staying indoors and wanking for the good of all. According to research, (which must have been fun to conduct), 37% of singletons said they had masturbated more than usual during lockdown – an average of once a day, every week, from March 23 until now.
The Romans worked with London illustrator, Alice Skinner, to create a colourful collection of illustrations, evoking the Blitz spirit to encourage masturbation and solo sex with provocative slogans such as Flick For Victory and Make Do and Masturbate. The illustrations can be seen Badoo’s on billboards, fly posters across London and on social ads.
Natasha Briefel, UK marketing director, Badoo, commented, “We know being single in lockdown has been tough for many, so wanted to find a fun and playful way to open up an honest conversation about masturbation and solo sex, while saying thank you to those who have avoided temptation to break the rules. We’ve seen lots of great connections being made during this period of digital courtship in lockdown, so want to encourage our users to be kind to one another, chat, meet and date honestly and safely when they’re comfortable doing so.”
Creative Agency: The Romans
Illustrator: Alice Skinner