Client: LADbible
When LADbible identified a rise in misogynistic attitudes across its platforms, one influence stood out: porn. For many young people, it had become a default source of sex education, shaping expectations around consent, intimacy and gender. Together, LADbible and MikeWorldWide launched For F**k’s Sake Productions (FFS Productions), a bold social-purpose campaign designed to disrupt silence and reframe sex education through entertainment. Using the visual language of porn to provoke attention, the campaign transformed a controversial topic into content audiences actively chose to watch, share and discuss. Grounded in research with 5,300 UK adults aged 18–29, the campaign revealed that 45% use porn as a primary source of sex education and 80% are concerned about its impact. This insight shaped a creator-led, multi-platform strategy spanning documentaries, social content, expert discussions and lived-experience storytelling. Voices including Jordan Stephens, GK Barry and Josh Pieters helped normalise conversations around consent, communication and performance myths without judgement or moralising. FFS Productions generated national conversation and measurable impact: 531M potential media reach, 38M impressions, 462K engagements and an 18-point increase in comfort discussing sex and porn. The campaign also influenced policy conversations, with LADbible presenting recommendations to Parliament and becoming the exclusive digital partner for the UK’s Violence Against Women and Girls strategy.
