The imagery of this marketing initative is quite easy to digest. It is meant to break the “singular narrative” that is forced when brands advertise sexual wellness products to women. The imagery is modern, while the message is kept upbeat.
The awareness-raising materials extend with a social media presense, as well as print ads on public transport. In addition, ‘Approved, Not Approved’ is accompanied by a quiz which adds an interactive component that educates the public about ad guidelines for sex-related content.