Age unnerves people. The concept that older generations may still have and want to have the same desires as they did earlier in their lives in something that the majority of advertising has casually ignored for decades.

Only one-fifth of Brits think society is OK talking about sex and intimacy in people aged over 60. Fewer than 10% of people aged over 65 think society is comfortable with it, according to a poll from 3Gem market research.

But a shift is a foot or is at least taking tentative baby steps to appear. Following in the footsteps of the Gate’s award-winning work for Replens comes a pro-bono campaign from Ogilvy for relationship charity Relate.

‘Let’s talk the joy of later life sex’ champions sex and intimacy in later years through a series of portraits shot by Rankin of five older couples and one woman in their most intimate setting.

The photos capture moments from the more tender to the risqué, starring real life couples including Andrew and Mark who have been together for 31 years and Chrissie, who has had a double mastectomy, and her partner Roger.

Sarah Milsom, Director of Communications and Engagement at Relate, explains: “As well as sparking conversations, we hope this tasteful, intimate and joyful campaign helps older people to feel more represented and able to reach out for support if it’s needed.”

Not only does this campaign tackle a long-taboo subject but it also does it through the eyes of a diverse array of people. It shines a joyful spotlight on what is usually unseen, igniting conversation and, perhaps more crucially, broader societal acceptance around older age intimacy.