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.  The solution was For F**k’s Sake Productions, a fictional adult content studio that used porn-inspired visuals and humour to capture attention before revealing its real purpose. Untold Fable was tasked with creating a standout launch film and a 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..

Untold Fable 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 were accompanied by wider documentaries, expert-led formats and OOH activity delivered by LADbible.

The campaign exceeded its objectives across every key metric. It generated 38 million views and 480,000 engagements, alongside an 18-point lift in comfort discussing porn-related topics and a 38% year-on-year increase in positive media sentiment. Its policy impact was equally significant, securing LADbible as the exclusive digital partner for the UK government's Violence Against Women and Girls strategy announcement with Prime Minister Sir Keir Starmer.

As well as attracting widespread press coverage, it also picked up Campaign of the Year at the 2026 Purpose Awards, also winning in the Best Use of Celebrity category.

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.