• by Les Luchter , October 25, 2023

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To launch Flo for Partners, which allows its female users to share personal menstrual and reproductive info with male partners, period tracking app Flo developed striking out-of-home visuals -- but posted them on social media rather than outdoors.

“Two heads are better than one -- so are two orgasms,” reads a flesh-filled static billboard on Instagram as well as digital OOH on Tiktok. “Enjoy the best sex of your life with Flo for Partners,” adds the former.

Another Instagram post features a transit shelter ad showing a pregnant belly touched by three hands and the words, “You two. And your plus one.”

These “digital representations of our messaging on virtual billboards…serve to underscore the significance of this announcement,” a Flo spokesperson tells Marketing Daily.

Besides organic social, the Flo for Partners campaign includes paid social, influencer marketing and public relations, all handled in-house.

Males can access Flo for Partners via a unique code sent by their mates. They then get access to what Flo calls “proactive, tailored and scientific insights” into their female partners’ sex drive, ovulation window, and pregnancy journey. This can help couples seeking to “improve their sex life, increase their chances of conceiving, or share their pregnancy journey together,” Flo says.

Flo says that nearly 60% of women cite their partner's limited understanding of their health as a “pivotal factor affecting their relationship dynamics.”

For example, a July Flo survey of 2,100 U.S. women aged 18-45 found that 45% of pregnant women believe that increased awareness of their health by their partners “would deepen empathy and ease relationship stress.”

An August Flo survey of 1,800 U.S. men ages 18-50 found that half of them (51%) who believe they have a good understanding of a female body have never heard of the orgasm gap, nearly half of them are unaware that female sex drive surges during ovulation, 43% lack basic knowledge about the length of the average menstrual cycle, 40% consider period pain and PMS as a “normal, unavoidable part of life,” and one third feel that insufficient sex education has led to unrealistic expectations and difficulty in communicating about sex.

Of males in relationships with females, Flo found that 45% of couples don't enjoy their sex life, that 75% of them who avoid discussing their sex drives with each other admit that a mismatch in libido negatively affects their relationship, and that men who regularly engage with their partners in conversations about their sex drive are 2.5 times more likely to enjoy a fulfilling sex life than those who seldom broach the topic.

"Women are tired of carrying the mental load, and men are tired of being left in the dark when it comes to their partner's health journey, said Cath Everett, Flo’s vice president of product and content, in announcing the new feature. “Whether a couple aims to spice up their love life, nail down the perfect time to conceive, or conquer pregnancy and parenthood together, Flo for Partners is the modern-day sex ed we all wish we'd had."