It’s a bird, it’s a plane, it’s a sex toy on a billboard.
As part of its ongoing, provocative marketing efforts, sexual health medical device manufacturer MysteryVibe is continuing to push the envelope in support of conversations around menopause and masturbation.
Working with creative agency Havas Lynx Group, the company launched its Happy Menopause campaign on Monday featuring the first ever sex toy advertisement on a billboard in the U.S.
Located in Midtown Manhattan, the ad will be run on a billboard for the next week as part of an effort to destigmatize post-menopausal sexual wellness.
Launched during Women’s History Month, the out-of-home campaign also aims to promote Crescendo 2, a vibrator which is registered by the Food and Drug Administration to treat common symptoms of menopause. The device is eligible for both FSAs and HSAs, too.
“We are incredibly lucky to have been a part of many ‘firsts’ in women’s health over the past decade,” MysteryVibe CEO Soumyadip Rakshit said in a statement. “Not only are we honored to support a campaign that enables women to overcome taboos around menopause, we know that discomfort shouldn’t be normalized.”
The campaign is built on the research of Professor Joyce Harper, who heads the Institute for Women’s Health at the University College London, which underscores the medical benefits to masturbation and orgasms.
Happy Menopause arrives months after MysteryVibe launched the Over and Over Again campaign targeted at the health needs of the estimated 75 million American women who experience menopause, including 2 million women who reach that stage of life every year.
Despite the frequency with which it is experienced, menopause and its pronounced impact on intimacy and pain during sexual intercourse is still subject to societal stigma as a taboo subject.
That’s why MysteryVibe takes its sex-positive message to the streets of Manhattan.
In December, it plastered posters across two dozen locations in Manhattan that promoted its vibrators as a menopause prescription. Now, it’s doing the same thing with a billboard featuring a sex toy in a public location.
Like other campaigns on the subject, the company and its agency partner have decided that a direct advertising campaign beats pulling punches.
“Women’s sexual well-being and pleasure remains a whispered subject — especially when you add menopause into the mix.” Tash Loeb Mills, SVP and director of planning at Havas Lynx, said in a statement. “We’ve had enough of it, and what better way to get people talking, than with a massive orgasm! That’s what everyone wants, after all.”
