The Hornicultural Society

Client: Relate

With research showing that the biggest rise in STIs is in the over 65s, there’s clearly more going on in potting sheds than we realised! So how could we make this hard-to-convince age group think about making their no.1 pastime safer? We borrowed cues, insights and language from their no.2 pastime: gardening.

Step forward, “The Hornicultural Society”, a tongue-in-cheek organisation combining sex and gardening. Featuring limited edition condoms with packaging designed to look like ‘naughty’ fruit and veg, we sparked media conversation across the UK, using humour to land a serious message about talking sexual pleasure, health and relationships.