Sexual wellness brand Girls Get Off launches campaign to help close the Australian masturbation gap via Motion Sickness

The new campaign ‘Close The Gap’ from Girls Get Off and New Zealand agency Motion Sickness tackles a topic that remains taboo at many a dinner table. The masturbation gap.

Studies have shown that the masturbation gap in Australia is particularly pronounced, with research indicating that while half of males surveyed serviced themselves at least once a month, only a quarter of females do the same. A disparity of 50%.

Why does the masturbation gap matter? It speaks to wider societal attitudes and beliefs toward gender, where women’s sexual agency, self-determination, and entitlement to pleasure are not normalized in the same way as men. It’s just another way in which women are systemically held back.

Sexual wellness brand Girls Get Off is focused on their mission to empower women in all things pleasure, tackling conversations with a sex-positive mantra, and decreasing the stigma around female masturbation. Because while the statistics and numbers may be nominal, the reality is that there’s still a long way to go in reducing shame and normalising the joy of self-gratification.

In light of this orgasm imbalance, Girls Get Off solicited the services of Motion Sickness to create a provocative awareness campaign, calling attention to this silent pandemic of dissatisfaction, and supporting their launch into the Australian market.

With a wide spread of GGO-customers’ legs appearing across a range of pointed media placements, the ‘Close The Gap’ campaign has a simple purpose; encouraging an open and honest dialogue. Whether that be a conversation on your morning commute, or at your social bowls game, it’s an easy cause to support.

Says Viv Conway, co-founder, Girls Get Off: “We work to create a space that helps women feel comfortable talking about and making the most of getting off. Women we talk to often have feelings of shame or ‘dirtiness’ surrounding masturbation, and we find that with creative marketing and talking normally about the topic, this helps take away those uncomfortable feelings and close in on the masturbation gap. Masturbation provides health benefits and costs nothing, so why not? Everyone deserves to explore their own pleasure.”

The campaign is live now and runs until February 3rd via traditional OOH and digital panels in Sydney and Melbourne, with social and digital targeted across the entirety of Australia.

Visit @girlsgetoff on Instagram to do your part.

Client: Girls Get Off
Co-founder: Viv Conway

Agency: Motion Sickness
Creative Director: Jordan Stent
Executive Creative Director: Sam Stuchbury
Creative: Sophie Crean
Head Of Strategy: Hilary Ngan Kee
Head of Media – Dom Meehan
Photography: Fraser Chatham
Senior Design: Hamish Steptoe