LONDON — Over the last several weeks, tens of thousands of Australians “came together” as part of Hot Octopuss’ "One Big W*nk" masturbation awareness campaign, which drew over 80,000 "orgasm registrations" from coast-to-coast.
The campaign was conceived by brand comms agency Manifest Group — Hot Octopuss’ creative agency of record. According to the company, it was compelled to stand up to recent events in parliament that the sex wellness brand believes is giving the act a bad name.
The aim of "One Big W*nk" was to "encourage a healthier relationship with masturbation at a time when the country is facing a sex culture crisis,” the company said.
Supported by comedian Alex Williamson, whose videos accrued more than 200,000 views, as well as featuring repeat cameos by Australia’s Prime Minister, Scott Morrison, participants accrued points for each time they registered their “special moment.” The company said that the city of Melbourne came out on top with 24,961 orgasms registered.
Brisbane came in second with 20,502 and Sydney recorded 16,082 registrations.
“Given what’s transpired in recent weeks in politics, it’s clear that the Australian federal government is struggling with sex education, how to teach consent and is confused about the difference between milkshakes and masturbation,” said Hot Octopuss’ co-founder and COO Julia Margo. “While there is clearly a time and a place, and a right and wrong way, to go about it, normalizing conversations about a healthy relationship with sex and masturbation through straight-talking campaigns like 'One Big W*nk' is what the nation needs right now, not comparisons to pizza, tacos and borrowing leggings.”
Throughout March and April during the campaign, friends could nominate one another and masturbation hotspots were highlighted on a “beat map” with users being able to choose between registering anonymously or by name. “Climaxing with the world’s first ever synchronized orgasm on April 9, hosted by Manifest Melbourne’s Creative Director Jessie Bowers, one lucky participant from Sydney was crowned 'Australia’s Biggest W*nker,' taking home a grand prize of a year’s supply of sex toys to upgrade their orgasm routine,” the company said.
"There are so many pros to regular orgasm, like its antidepressant and immune-boosting [benefits] — not to mention it can drastically reduce the chances for men of developing prostate cancer later in life,” said Manifest Melbourne’s co-founder and managing director Isabel Thomson-Officer.
“Sadly, the shame surrounding it means its beneficial qualities often get overshadowed," she added. "It’s empowering to see so many Australians get behind 'One Big W*nk' and Hot Octopuss’ war on stigma in our first official campaign for the brand in the region.”
