Responsibly disposing of the nation's sex toys

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When people think of tech waste iPhones, iPads, and headphones are usually top of mind. But there’s a whole category of forgotten devices contributing to the crisis: sex toys.

For Valentine’s Day, Back Market joined forces with wellness brand Smile Makers to shine a light on an unexpected environmental issue—sex toy e-waste. Together, we launched a campaign urging Brits to responsibly dispose of their old, non-functioning toys.

We partnered with renowned sex educator and broadcaster Alix Fox to deliver the message with credibility, and Back Market also commissioned original research revealing that 1 in 10 Brits keep old sex toys for up to 10 years - mainly because they simply don’t know how to get rid of them.

By combining credible third-party insight, a compelling consumer offer, and the trusted voice of Alix Fox, we secured widespread national and lifestyle coverage across online, print, and social. Alix also created a dedicated piece of content to amplify the message, educate audiences, and encourage responsible e-waste disposal.

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