Older people haven't stopped having sex. Advertising just stopped talking to them.
Safe sex never gets old.
We assume sex stops with age. The data says otherwise. In the English Longitudinal Study of Ageing — 6,201 adults aged 50+ — the majority of people in their 60s reported sexual activity in the previous year, and it doesn't stop there.
of men aged 60–69 reported sexual activity in the last year
of men aged 70–79 reported sexual activity in the last year
of HIV diagnoses among people 65+ in England were made late (2024)
Moving into care doesn't mean moving out of intimacy.
UK research shows sexuality, intimacy and relationship needs continue in residential and nursing care — yet these needs are frequently neglected, and residents are too often treated as post-sexual.
Sex doesn't retire. Neither should sexual-health messaging.
Older adults — 60+ people who are dating, starting new relationships or becoming sexually active again later in life
Are often ignored by sexual-health advertising and treated as though sex, dating and intimacy stop with age
See that desire, dating and sex don't retire — and neither does the need for protection
Creating STILL. — making older intimacy visible through bold marble-statue imagery, age-positive humour and real sexual-health messaging across outdoor posters, press, TV, Somerset House, hotels, pharmacies and London taxis
Sexual-health advertising stops at 30. Meanwhile the over-60s are dating, remarrying and starting again — and STI rates in that group keep climbing, because nobody is talking to them.
The audience hasn't stopped. The advertising has.
Classical marble statues caught in thoroughly modern moments — flirting in wine bars, swiping in lounges, checking in for one-night stays — running across outdoor posters, press, TV, Somerset House, hotels, pharmacies and the back of London taxis.
Out On The Town
Where older intimacy actually happens — a West End bus stop by the theatre, the Boots pharmacy entrance, a tube corridor takeover, a five-star hotel lobby and the late-night street outside.
STILL. At Somerset House
A summer takeover of the Somerset House courtyard — marble couples on plinths, banners on the facade and three galleries inside: The Statues We Never Make, The Ads You Never See, and The Numbers We Don't Talk About. Tickets, guides and press included.
Limited-Edition STILL. Packs
Eight variants, one message. Still Flirting, Still Dating, Still Doing It, Still Getting Lucky — plus Desire Doesn't Have An Expiry Date, Confidence Doesn't Retire, Luck May Change and Pleasure Never Gets Old on the backs. The point on every pack: safe sex never gets old.
Still Going Somewhere?
London's black cabs get the treatment — a hot-pink 'Still Doing It.' cab, full wraps asking 'Still going somewhere?', and the campaign riding through the city day and night.
My First Time. Again. — The 30-Second TV Ad
A taxi pulls up outside a theatre. A man in his 60s gets out — it's his first date in 38 years. She's already there. Same butterflies. They talk, laugh, time disappears; their hands find each other. Same spark. Back through the city, the door closes, and a Durex pack sits on the bedside table. They smile, lights dim — never gets old. End frame: My First Time. Again. Safe sex never gets old.
