How Audioboobs Sparked A Bold Conversation on Breast Health and Sexual Wellness
Treading into the delicate territory of breast health can be difficult for marketers, and to do so by exploring sexual wellness is a bold decision. But that’s exactly what Mullenlowe Singapore did in their latest campaign, ‘Audioboobs’ – an erotic audiobook that encourages people to safeguard their breast health.
Speaking with LBB’s Tom Loudon, Samantha Marshall, head of brand at Smile Makers, and Liyana Hidhir, MullenLowe Singapore copywriter, delve into the campaign's inception, strategies for breaking taboos, and fusion of sensuality with education.
Addressing the campaign's inclusivity, impact on breast cancer awareness, and the challenges of balancing passion and information, the pair explain how Audioboobs came to defy multiple cultural taboos.
LBB> What inspired the idea to create Audioboobs, a campaign that uniquely merges the themes of breast health and sexual wellness?
Liyana> We wanted to pursue an idea that approached sexual wellness in a female-centric way. So we looked at how women were expressing their sexual needs on social media, and it led us to spicy audios. They’re playful, imaginative, and trendy and have nurtured communities where women can fully embrace their sensual nature without judgement. That was the kind of vibe we wanted for our work.
From there, we were interested in how women interacted with erotic audio and how their current habits could lead to more benefits for their well-being — which ultimately led us to the issue of low breast self-examination rates among women. Everything clicked for us then. The idea for Audioboobs was born to encourage self-checks during self-pleasure.
LBB> Discussions about breast self-examination and sexual wellness can often be considered taboo. How do you see this campaign contributing to breaking down these taboos and starting essential conversations?
Samantha> Smile Makers is built on breaking taboos, and bringing things that are entirely normal and integral to our well-being out in the open is in our DNA. Audio erotica has been growing in popularity over the years, as more women and people with vulvas look for pleasure inspiration that is ethical, sensual, and that speaks to their sexual experience — rather than focused on the man. So, incorporating breast self-examination feels natural, intimate and also just practical — getting to know our bodies in all the ways to help us look after ourselves!
We're normalising something overlooked and making it part of our everyday! When it comes to starting conversations, I always know we're on to something at Smile Makers when it sparks a discussion amongst my friends that we've never had before — for example, spending a Saturday catch-up with two friends who are new parents and them bringing up the importance of Audioboobs! That's powerful!
LBB> How do you anticipate the audience, especially women, responding to Audioboobs? What kind of impact are you hoping to make regarding breast health awareness?
Samantha> One that makes breast health less scary. The topic of cancer can be intimidating and shrouded in negative experiences. If we can bring some joy to making self-checks part of our routine and help with early detection, even for one person, then we've made more than enough impact. We've worked with charities in the past on campaigns to help make pleasure and intimacy a discussion point for those impacted by cancer, as it's something that seems to be lower on the priority list — even though it's a massive part of our well-being, and can impact our emotional and mental health too. For example, GirlvsCancer does an incredible job of highlighting this. Audioboobs is addressing this, but at the other end of that experience, which will inspire so many women.
LBB> Audioboobs is written to be inclusive and queer-friendly. How important was ensuring that the campaign caters to diverse sexualities and orientations, and what impact do you expect this inclusivity to have?
Liyana> It was a natural decision for us, as a team of women from diverse backgrounds and sexualities. Representation is crucial for us, and we wanted to feature different intimate experiences to connect with our audience as best as possible.
LBB> Breast cancer is a significant global health concern. How does Audioboobs contribute to breast cancer awareness, and what role does it play in early detection?
Samantha> We don't touch our breasts enough. The stats show that self-checks are not part of most wellness care. The stories from Audioboobs guide people to touch their breasts and chests through small cues that don't feel like a check — but they are. Becoming familiar with ourselves and what feels normal to us means we will be able to spot when something isn't quite right, too.
Plus, at Smile Makers, we will never shy away from using the correct words for anatomy, be that vulva, vagina or boobs — saying the words makes us less ashamed to talk about them! And we should be talking about boobs or breasts — Audioboobs does that just in its name.
LBB> Addressing breast health and sexuality in a campaign requires sensitivity. What were some of the challenges in creating content that is both sensual and educational?
Liyana> Most of us already consume erotic literature in written or audio format, so we know what excites us when it comes to spicy content. Weaving educational material into sensual stories was new for us. Keeping things playful helped. We incorporated props, explored different settings and added elements like partner play to keep the instructional bits immersive and fun.
LBB> Have you received any feedback from the audience since the release of the first audiobook, and if so, what have people been saying about the campaign?
Liyana> Yes! We’ve received tons of feedback across social platforms. Listeners have shared that our stories are immersive, creative and dramatic. There is a charm to them that they are drawn to. Some have thanked us for a good time (hehe). Incorporating compelling elements (like chocolate) into breast self-examination instructions makes them more memorable — which is what we wanted to accomplish with our stories.
LBB> Do you have plans for future initiatives that continue to merge wellness and pleasure in innovative ways or campaigns that address other significant health issues creatively?
Liyana> We’re open to it. Bringing this campaign to life has brought us a lot of joy, and tapping into experiences like female sexual pleasure has allowed us to connect with people in new and intimate ways, which is so unique and exciting for us as creatives.
