Social entertainment business and viral publisher LADbible Group has unveiled its new campaign, For F*cks Sake, aimed at breaking the silence around porn and encouraging honest and responsible conversations about sex.
In partnership with sex education charity Fumble, men’s health charity Movember, and Jordan Stephens (Rizzle Kicks, mental health advocate), the multi-platform campaign aims to close the gap between porn and reality – the disconnect between real-life sex and how it’s represented online.
Research findings
LADbible Group commissioned a new report to unpack the porn reality for Gen Z, with the findings serving as the driving force behind the entire FFS campaign and shaping both its creative direction and core message.
The survey of 5,300 18-29 year olds in the UK revealed that over three-quarters (77%) of Gen Z in the UK consume porn on a regular basis, with almost half (43%) watching weekly, which showcases that porn consumption habits have far-reaching implications on the lives and relationships of young adults in the UK.
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Among the most shocking discoveries:
Porn as the UK’s #1 sex educator
70% of young men say porn was their first exposure to sex
49% of Gen Z men struggle to cut back on porn
34% feel guilt after watching.
Young people want change – now!
Porn isn’t going away, nor is it shameful, but young people’s experiences of it are clouded in guilt, secrecy and misinformation. The research also highlights that 80% of Gen Z are worried about porn’s impact on their generation, and 77% want more resources to navigate porn and sex.
This campaign aims to change these conversations and engage LADbible Group’s global audience, that reaches two-thirds of 18–34-year-olds every month, and 6.2m Gen Z in the UK.
FFS Productions brings together Jordan Stevens, who fronts the campaign, and documentary maker Josh Pieters, who explores his own relationship with porn in new documentary Porn: Who Gives A F*ck?
It also features adult creators, sex therapists, porn addiction experts and GPs to have real conversations about real sex with and for young people, supported with the FFS Production Hub as an online platform where young people can access the resources they need.
Outputs include:
- Collaboration between adult creators and experts in their field including Dr Paula Hall, Ruby Rare and Dr Mark Perera to include more conversations on consent and communication
- Out of home activations across the UK in London and Manchester showcasing key stats and messages.
- A central online hub filled with tools and resources designed with sex educators, therapists and health professionals, all focused on empowering young people to feel confident in their relationships with porn, sex and themselves. Providing an online resource for young adults in a relatable voice.
- LADbible Originals will include Minutes With a Porn Addict, to focus on behaviours, emotional, physical and mental impact, and over three episodes of Honesty Box, experts Dr Paula Hall, Dr Mark Perera, and Charlene Douglas will cover compulsive porn behaviours, sexual health and sex and relationships.
- Alongside Jordan Stephens, public figures are joining the conversation with open and honest reflections about their relationships with porn.
- Josh Pieters, documentary maker, will release Porn: What The F**k?, an investigation into his own relationship with porn, the porn industry, and why so much shame still surrounds the topic. The documentary will feature interviews with adult creators, and honest conversations about gender dynamics, fantasies, pleasure and the need for open conversations.
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Changing things for young people – what next?
LADbible’s findings point to two key areas where change could be made to better support young people in navigating sex and relationships. Together with Fumble, Movember and Pivotal, LADbible is urging the government to consider:
Education and informational resources including; Mandated age-appropriate sex (and relationships) education to 16-18 yr olds that is delivered by specialists, not teachers, better access to digital resources on sex and relationships and understanding of porn to be a part of that conversation.
Greater support for young people including; a national helpline or online hub or questions about porn and relationships, youth friendly information and advice services for porn addiction and grants for NGOs such as Fumble, Pivotal or Movember to create ongoing digital literacy campaigns.
Mike Walsh, director of marketing, LADbible Group, said: “Porn is more accessible than ever, and our research with young adults show the serious challenges this is creating – from unrealistic expectations to effects on mental health and intimacy. Our campaign aims to break the taboo around porn by encouraging open conversations and promoting better education. Our goal is to help young people develop healthier, more informed relationships with sex and intimacy, and to provide them with answers to the questions they currently don’t know where to ask.”
Dr Krista Fisher, research fellow, Movember, said: “Guilt and shame can weigh heavily on young men when it comes to porn use. Watching porn doesn’t exist in isolation – it’s bound up with the drivers and challenges young men navigate before, during and after they watch it. These can include enjoyment, pleasure, connection and more troubling issues like psychological distress, body image concerns, and loneliness. What we’re likely seeing is a two-way relationship: underlying challenges in men’s lives shape their relationship with porn, while the shame that surrounds watching it only makes those challenges worse.”
Dr Paula Hall, clinical director, Pivotal Recovery, added: “At Pivotal we see firsthand the devastation porn can have on young people’s lives, and findings from this study clearly demonstrate that a significant number of them are worried about their porn use and want help navigating it. With more and more people turning to mental health services for pornography related difficulties, now’s the time for the government to step in and invest in resources to tackle this emerging public health concern.”
