The ‘Know Me’ campaign, launched by WildSecrets.com.au, an online adult shop, is tackling a problem many women face in the bedroom – orgasm. And some put this gap down to a lack of understanding of the female pleasure organ, the clitoris. Wild Secrets’ campaign suggests that education and social media haven’t given this organ the attention it needs – and with 80% of American women needing clitoral stimulation to orgasm, the brand aims to increase knowledge and understanding for Aussies. Lasting four weeks, the campaign consisted of large billboards depicting 3D avatars of anatomically correct clitorises on TV, as well as on the @knowme_au Instagram account.

The campaign aims to increase knowledge and understanding of female pleasure among AussiesGustavo Fring (2020)

In 2018 a study found that among heterosexual married couples in the US, only 49% of wives consistently experience an orgasm compared to 87% of husbands. Historically, women's sexual pleasure has been attached to either stigma or indifference, and women still experience less pleasure and satisfaction in the bedroom than men. The first complete anatomically correct diagram wasn’t drawn until 1998, by urologist Helen O'Connell. Campaigns such as Wild Secrets' can not only disseminate information in a lighthearted way but also normalise the subject, thereby increasing social acceptance of women's pleasure and improving relationships. Given that there was an increase in sales of sex toys at the start of the pandemic, and considering that studies show masturbation is beneficial to the immune system, championing female pleasure can be a savvy move.

Hannah Houston is a behavioural analyst at Canvas8 and holds a BSc in criminology. She loves learning languages, whether that be coding, foreign, or body language, and is passionate about human behaviour. Outside of work you can find her walking or stroking a dog.