For F**k's Sake

Client: Untold Fable, Goon Squad and MWW

LADbible saw rising misogyny among young men, in part fuelled by a silent culprit: porn. With 45% of Gen Z using porn as their primary sex educator, an entire generation was learning about sex from content that rarely depicted real communication or intimacy. Yet a paradox emerged. 77% wanted resources to navigate porn and sex more healthily.

The insight was clear. Porn is entertaining but dishonest. Sex education is honest but often boring. To reach young people, conversations about sex had to be as engaging as the content already shaping their expectations. The solution was For F**k’s Sake Productions, a fictional adult content studio that borrowed porn’s visual language, humour and provocation to capture attention before subverting it. The launch film, fronted by musician and activist Jordan Stephens, teased a new porn venture before revealing an entertainment ecosystem built to talk honestly about sex. The campaign unfolded as a creator-led slate. Long-form documentaries explored shame, fantasy and performance. Adult creators became educators, addressing what porn gets wrong. Experts appeared not as distant authorities but as guides within entertaining formats. Charities Movember and Fumble supported the campaign, strengthening its credibility, safeguarding and impact. The results surpassed objectives: 38M views, 480K engagements, an 18-point lift in comfort discussing porn-related topics, a 38% YOY increase in positive media sentiment, and policy influence securing LADbible as exclusive digital partner for the UK’s Violence Against Women and Girls strategy announcement with Sir Keir Starmer. For F**k’s Sake Productions made honest conversations about sex binge-worthy.