Little Leaf PR played a pivotal role in supporting their client, SexToys.co.uk, with the launch of “The Missing O” campaign, a bold initiative aimed at raising awareness about the impact of multiple sclerosis (MS) on over 150,000 people in the UK. MS can cause many different symptoms, and some of the lesser-discussed ones impact sexual health and wellness.
Scarlett Ward, Content Manager at Little Leaf Agency and team member spearheading “The Missing O,” said of the campaign, ‘It is vital that the work we carried out was authentic to the experience of the MS community and offered real, medically-assisted solutions. As someone who was diagnosed with MS three years ago, it is a topic that is close to my heart, and that’s why I was so excited to work with the iconic activist Roxy Murray and esteemed doctor, Dr. Wheeler, to bring tangible solutions from our client Sextoys.co.uk.”
The campaign not only sought to educate the public about MS but also encouraged donations to support those affected by the condition. Here’s everything you need to know about the campaign, carried out in partnership with MS activist Roxy Murray and UK charity MS Together.
A survey on sexual dysfunction for those living with MS
Sextoys.co.uk partnered with the MS Together charity to obtain results from a survey on sexual dysfunction experienced by those living with Multiple Sclerosis. The survey revealed that 97% of people with Multiple Sclerosis (MS) report symptoms of sexual dysfunction. Less than 5% report receiving adequate medical advice and a whopping 16.1% reported potential medical neglect, feeling their doctors dismissed or did not take their concerns seriously.
Based on survey results, the most common symptoms people experienced were:
- Decrease in libido (68.8%)
- Fatigue impacting sexual activity (64.3%)
- Decreased sensation (57.1%)
- Difficulty reaching orgasm (52.7%)
Partnering with MS campaigner Roxy Murray
We partnered with renowned MS campaigner Roxy Murray for “The Missing O” campaign to highlight the challenges of achieving orgasm with MS and the importance of educating the medical community to address sexual dysfunction.
Roxy Murray is an internationally recognised advocate for disability rights, adaptive fashion, patient empowerment, and radical inclusivity. Living boldly as a pansexual woman with Multiple Sclerosis, she uses her platform to champion intersectionality and systemic change across fashion, healthcare, and media.
Named in the BBC 100 Women 2024 and the Disability Power 100, Roxy is known for her unapologetic approach to calling out the lack of representation for disabled, queer, and ethnically diverse communities. Her voice has been featured in Vogue UK, Refinery29, Wellcome Collection and across broadcast media, where she advocates for visibility, allyship, and authentic representation.
The retailer also partnered with fitness influencer @deadliftsarebae for a gifted giveaway, as well as multiple earned partnerships with other influencers living with MS.
A curated bundle with proceeds donated to MS Together
Sextoys.co.uk curated specialized bundles of sexual wellness aids and essentials to help with these symptoms, donating 100% of the bundle profits to the charity MS Together.
The Tickle Your Kitty Kit bundle, designed for people with vulvas, includes The One Rose, a clitoral stimulator, Clitoral Stimulating Gel, and a splashproof clitoral stimulator, ROMP Switch X in the colour of the MS ribbon, orange. This bundle is designed to increase blood flow around the clitoris and nipples and enhance sensation with the stimulating gel.
The Packed with Power Kit bundle, designed for people with penises, comes with a 5-pack of stimulating gels for various sensations, erection cream for those struggling with erectile dysfunction and a vibrating stroker in the colour of the MS ribbon. These three products are designed to increase sensation and promote blood flow to the penis.
A final bundle dubbed Bringing You Together has been created for both people with vulvas and penises, and is perfect for couples, combining a clitoral stimulator, stimulating gel, and a vibrating stroker.
Check out this page for more info on the partnership, bundles, and doctor-recommended sex toys for people living with MS.
Evie Orr’s Blog Post on MS and Sexual Dysfunction
Evier Orr, a Glasgow-based MS advocate living with MS and an MS Together member wrote an insightful and educational blog post on how to combat symptoms of MS that can impact your sex life, including post-orgasm spasms, numbness, and internal tremors. She discussed the nature of sex and disability being taboo to discuss in society, and suggested must-know tips and products to help aid in mobility, sensation, and more.
Read the blog post to learn more.
Breaking the silence
Little Leaf and Sextoys.co.uk are proud to use their platforms to resonate these issues with a broad audience and open up important conversations. Our passion is combining sexual wellness advocacy with a meaningful cause close to our hearts and breaking the silence on this topic that is affecting people with MS worldwide.
Sextoys.co.uk spokesperson Tera Lord Shipley comments, “At Sextoys.co.uk, we believe pleasure is a fundamental part of well-being—and that includes those living with chronic illness. The Missing O campaign was born from a need to raise awareness about the sexual health struggles people with MS face, a topic that’s too often ignored or dismissed. By partnering with MS Together and incredible advocates like Roxy Murray, we’re proud to amplify these voices and start authentic conversations while showcasing the tools that people living with MS can use to empower themselves and enhance their pleasure.”
