Lovehoney wants you to read closely

The sex toys retailer has a new campaign that uses the format of an optician’s eye test to plant its message. 

As explained in an elaborate piece (that also details the challenges that the campaign faced):

We recognise that sexual wellness advertising operates within stricter guidelines. This campaign wasn’t designed to be immediately explicit; its meaning reveals itself on closer reading. This raises questions about which expressions of sexuality are allowed space in public view and in short, a campaign about visibility was hidden.

As explained on social media:

Maybe it’s time for an eye test
Because le$bian pl3asure is still misunderstood, reduced, and rejected by mainstream and social media.
Even the word “le$bian” needs censoring. That says enough.