For F**k's Sake Productions

Client: LADbible

When LADbible identified rising misogyny across social media, it looked beyond the symptoms to understand what was shaping young people's attitudes towards women, sex and relationships. Alongside charity partners, LADbible commissioned one of the UK's largest studies into Gen Z's relationship with pornography.

The research uncovered a powerful insight: pornography had become Gen Z's unofficial sex educator. While most recognised it was unrealistic, 76% had attempted to recreate what they had watched, and 77% wanted more trusted guidance on sex and relationships. These findings transformed both the campaign strategy and the wider public conversation. Rather than creating a traditional awareness campaign, LADbible built an entertainment-first content ecosystem that could compete with pornography as a source of influence. Documentaries, creator partnerships, expert-led content and lived-experience storytelling met young audiences where they already consumed content, replacing misinformation with credible, culturally relevant guidance. The research also became a national news story. The report fuelled more than 130 pieces of media coverage, generated 531 million earned media reach, informed a House of Lords event and contributed to a proposed Private Member's Bill calling for Relationships and Sex Education until age 18. The campaign generated 38 million impressions and delivered measurable behaviour change, increasing comfort discussing pornography by 18 percentage points and interest in seeking trusted information by 17 percentage points, significantly outperforming benchmarks. By transforming original research into compelling content, national debate and policy influence, LADbible demonstrated how evidence-led media can change conversations, behaviours and, ultimately, society.