Highlighting the Benefits of Self-Love, Lovehoney Launches Bold OOH Campaign in Australia

“Masturbation isn’t a guilty pleasure; it’s a secret weapon for enhancing overall well-being.”

Sexual wellness brand, Lovehoney Australia, has launched a bold and new Out of Home (OOH) guerrilla advertising campaign in celebration of International Masturbation Month. The campaign, which aims to break down taboos and stigma associated with self-pleasure by promoting its health benefits, has been rolled out across multiple Australian cities including Sydney, Melbourne, and Brisbane.

The campaign highlights recent Lovehoney research, which surveyed over 1,000 Australians on their masturbation habits, with each billboard boldly presenting a distinct benefit, shedding light on the positive effects of masturbation on physical and mental well-being.

“Masturbation is a natural and healthy aspect of human sexuality, yet it often remains shrouded in shame and embarrassment. Lovehoney’s fearless campaign aims to change that by highlighting the multitude of benefits self-pleasure brings,” said Christine Rafe, Lovehoney’s Sex and Relationship Therapist.


“We want to empower Australians to embrace and celebrate their own sexual well-being while dispelling the societal taboos that prevent open and honest discussions about self-love.”

The campaign coincides with both International Masturbation Day and Masturbation Month, otherwise known as Masturbation May, offering an opportunity to raise awareness and encourage open conversations about self-pleasure.

The ampaign highlights the following health benefits of masturbation according to Lovehoney research:

  • Masturbation May help relieve stress. Over 50% of Australians masturbate for stress relief.
  • Masturbation May enhance your sleep. 1 in 2 Aussies masturbate as a sleeping aid.
  • Masturbation May improve your mental health. 90% of Aussies agree masturbation has a positive impact on mental health.
  • Masturbation May help with pain relief. More than 1 in 10 Aussies masturbate to help relieve pain.
  • Masturbation May make you happier. Over a quarter of Australians say masturbating increases their happiness.

The research additionally revealed that a quarter (25%) of Australians feel the shame associated with masturbation, with over half (51%) considering self-love an embarrassing topic to discuss and more than a third (36%) not wanting others to know they engage in it.

“Masturbation isn’t a guilty pleasure; it’s a secret weapon for enhancing overall well-being,” said Rafe.

“Our goal is to empower Australians to celebrate their sexual selves and remove the stigma that surrounds self-pleasure. Let’s embrace the joy and the health benefits that come with a little ‘me time’!”






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