For F**k's Sake

Client: Untold Fable, Goon Squad and MWW

LADbible faced a cultural crisis: rising misogyny among young men, fuelled in part 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 consent, communication or realism.

Yet LADbible uncovered a paradox: 77% wanted resources to navigate porn and sex more healthily. No one was addressing it effectively, and traditional approaches wouldn’t cut through fragmented attention at scale. The insight was clear: if porn had become Gen Z’s sex educator, creators had the power to rewrite the curriculum. The solution? For F**k’s Sake Productions, a fictional adult content studio uniting diverse creator voices under one bold umbrella. The launch film, fronted by musician and activist Jordan Stephens, teased a new porn venture before revealing an entertainment ecosystem designed to spark honest conversations about sex. LADbible then orchestrated a creator-led content ecosystem: adult creators became educators; documentary filmmakers translated research into culture-shaping content; sex therapists and doctors answered crowdsourced questions; and charities Movember and Fumble supported the campaign, adding credibility and expertise. The impact: 38M impressions and views, 480K engagements, an 18-point lift in comfort discussing porn, a 38% YoY rise in positive media conversations, 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 proved creators can unlock society’s hardest conversations, and drive real change.