TBWA\London has created a series of animated films for sexual health charity Brook as part of its Perfect is Personal campaign. 

The initiative, developed in collaboration with animation studio Rave Growl, aims to highlight the mental health impacts of sexual performance pressure and challenge unrealistic expectations around sex.

The campaign, which launched this week across social and digital channels, uses humour to counteract shame and encourage people to embrace the realities of sex.

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It features three animated films based on anonymous, true-life stories of less-than-perfect sexual encounters. Duncan’s story is a ménage à trois with unexpected logistics and an eye-watering climax, Vicky’s story features flashbacks of awkward sexual experiences at unlikely moments and Freddie’s Story is a cringeworthy series of music festival mishaps. 

The lighthearted animations depict relatable exasperation and awkwardness, guiding viewers to Brook’s resources for support with sexual concerns.

Alongside the animated films, Brook has released a new report exploring the intersection of mental and sexual health. Key findings include the revelation that two-thirds of people treated for depression report problems with their sex lives. The charity reported a nearly 30% increase in mental health safeguarding referrals since 2020. 

The Perfect is Personal campaign aims to destigmatise conversations about sex by challenging unrealistic ideals perpetuated by media and pornography and encouraging open and honest discussions about sexual experiences. 

“Ultimately good sex is going to look different for everyone, so healthy relationships should be based on communication, consent and pleasure, rather than attempting to live up to impossible standards,” said Sam Hepworth, head of communications at Brook.