Sexual wellness brand, Lovehoney Australia, has launched an Out of Home (OOH) campaign in celebration of International Masturbation Month – May. (It used to be a day, it now gets a whole month – Ed.) The campaign, which has rolled out across multiple Australian cities including Sydney, Melbourne, and Brisbane, aims to break down taboos and stigma associated with self-pleasure by promoting the various health benefits of masturbation.

New Lovehoney research, which surveyed over 1,000 Australians on their masturbation habits, is featured across digital mobile and walking billboards showcasing different health benefits associated with solo play. Each billboard presents a distinct benefit. Based on the research, these include stress relief; better sleep; mental health; pain relief; and increased happiness.

The research also revealed that 25 per cent of Australians feel shame associated with masturbation, with 51 per cent considering self-love an embarrassing topic to discuss and 36 per cent not wanting others to know they engage in it.

“Masturbation is a natural and healthy aspect of human sexuality, yet it often remains shrouded in shame and embarrassment. Lovehoneys fearless campaign aims to change that by highlighting the multitude of benefits self-pleasure brings,” said Christine Rafe, Lovehoneys Sex and Relationship Therapist. “We want to empower Australians to embrace and celebrate their own sexual well-being while dispelling the societal taboos that prevent open and honest discussions about self-love.”