LADbible partnered with Untold Fable to launch “For F*cks Sake,” a national campaign addressing the widening gap between porn and real-life sex for young people. Driven by new research revealing that porn is now Gen Z’s primary sex educator, the campaign set out to spark honest, stigma-free conversations and provide accessible resources. Untold Fable’s strategy centred on crafting a standout launch film and an authentic roundtable featuring diverse young voices, ensuring the creative resonated with LADbible’s vast Gen Z audience. By blending bold storytelling with real experiences, the campaign aimed to drive cultural impact and push for systemic change.

We crafted a standout promotional campaign fronted by Jordan Stephens, ensuring the message resonated with LADbible’s huge Gen Z audience. The team also produced a roundtable featuring young people from diverse backgrounds, fostering candid discussions around porn, consent and communication. These outputs accompany wider documentaries, expert-led formats and OOH activity delivered by LADbible.

For this project, we needed a director who could balance sharp comedic instinct with emotional authenticity someone who could speak directly to Gen Z with humour that feels real, not performative. So we turned to London-based director Ricky Williams.

Ricky is known for his exceptional command of comedic timing and his ability to build character-driven humour that never overshadows the heart of a story. His approach brought a grounded sincerity to the campaign, ensuring the complex subject matter landed with warmth, clarity and humanity. By highlighting the real people behind the jokes, Ricky delivered work that resonates deeply with LADbible’s audience and elevates the entire campaign with genuine emotional depth.