While Womanizer is encouraging consumers to build a new relationship with their showerhead, Love Not War is urging them to break up with it. The British sustainable sex toy brand launched a campaign for World Environment Day which claimed that 300 million litres of water are wasted each year through shower masturbation – and to help ease people off the habit Love Not War is offering 20% off its toys throughout the month of June.
The campaign was created by international advertising agency DUDE:London, which cited research that stated 22.9% of women admit to masturbating with their showerhead, resulting in so much water literally going down the drain.
Love Not War, famous for creating the world’s first range of luxury, eco-friendly sex toys out of recycled aluminium cans, believes that’s an overlooked problem with an easy fix. To that end, it is offering 20% off its modular sex toys and using a series of campaign videos to get the message out there.
Love Not War co-founder and CEO Will Ranscombe said: “When it comes to sex, we know that wetter is better. It’s better for us anyway, but perhaps not when it comes to our planet. Our primary focus is on pleasure – but orgasms shouldn’t cost the Earth. We want to encourage people to ‘Break Up with Your Showerhead,’ and switch to more sustainable options for self-love.
“Green practices have always been right at the very core of Love Not War’s business model, with everything we do viewed through the lens of sustainability. The Break Up campaign is no different. We’re keen for people to know that by making the decision to ‘break up’ with their shower heads and switch to a Love Not War toy, they can save water and ultimately reduce their environmental impact, all while enjoying an orgasm. Save the planet, one orgasm at a time!”
Vic D’Andrea, creative at DUDE:London added: “What can I say other than this: it’s brought us all real pleasure to work on this. This is the sort of project DUDE is all about, a great message, a great product and a great chance to really let loose and have fun… all for a great cause. We’re so proud to have created something that stands out from the usual sex toy advertising, but that really highlights Love Not War’s environmental ethos.”
The campaign videos were directed by award-winning Argentinian director Miguel Usandivaras, who has previously worked as creative director for firms such as PlayStation and Coca-Cola. The Love Not War message is also being spread by high-profile influencers including Charlotte Lunn, Shaye Matthews, and Hannah Whitton.
