British sex toy brand Love Not War has released a ‘sustainable masturbation’ campaign encouraging consumers to ‘break up’ with their showerhead and turn to more eco-friendly satisfaction.
Created by DUDE:London, the influencer and social campaign – titled ‘Break up with Your Shower Head’ – has been launched in advance of World Environment Day (5 June), with the aim of reducing water waste.
Research conducted by Love Not War – which has created a range of eco-friendly sex toys out of recycled aluminium cans – revealed that 28% of women admit to masturbating in the shower, wasting the equivalent of 121 Olympic-sized swimming pools’ worth of water each year.
The film shines an unexpected light on the story, positioning showerheads as broken-hearted and rejected ex-lovers as they share their experience of the breakup after being dumped for a new ‘lover’: a Love Not War sustainable sex toy.
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“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,” said CEO and co-founder Will Ranscombe.
DUDE:London creative Vic D’Andrea added: “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.”
