SITUATION

22.5% of Spanish women have never or almost never managed to achieve an orgasm during sexual intercourse and most of them feel such pressure to reach orgasm or to reach it in the way their male partners are expecting that 52% of women occasionally end up faking orgasms and 11.8% always fake them.

Why? A huge number of articles and studies show that the image we have of sex is completely distorted by what we have seen in the media, especially in porn movies. 63% of women believe we have an unrealistic image of sex and 49% believe they did not get enough sex education when they were young.

Bijoux Indiscrets is a brand committed to empowering women and educating them on their sexual lives, so we wanted to do something about it.

SOLUTION

In a study we conducted for the campaign, we found that sound is one of the aspects of sexual life most affected by false beliefs and prejudices.

We wanted to give voice to the diversity of female pleasure and show that sex is plural, with a wide range of shades, unlike the way it is portrayed in the media.

To do so, we created the Library of Real Orgasms, www.orgasmsoundlibrary.com, a place where everyone is invited to record the sound of a real orgasm and share it anonymously.

Cutting-edge technology on the website also transformed the sound into Data Art, a unique and customised piece of art for every single participating woman. With all these works we built a sound gallery to paid homage to the sound of real female pleasure.

These Data Artworks were also the main tool to spread the word on social media and an elegant solution to ensuring the whole project kept on its social track.

RESULTS

More than 100 anonymous women recorded and uploaded their orgasms during the first week.

The orgasms were listened more than 110,000 times over the first five days.

We reached 1,838,534 users with the hashtag #OrgasmosReales in the first week, opened up the debate that remains alive to this day.

134 domestic media outlets picked up the campaign, extending the debate to Spanish society at large.

20,200,000 people were reached by publicity, meaning an earned media value of €2,246,980

Stemming from the initiative a documentary on the subject was produced, enabling deeper exploration of the way in which fiction has influenced our sexual behaviour.