This sex

Love Not War, a sustainable sex-toy brand in the U.K., is encouraging women to save water by ending their love affair with the showerhead and embracing its range of eco-friendly sex toys.

Research suggests masturbating in the shower wastes a ton of water—some 121 Olympic-sized swimming pools’ worth each year, according to the brand. Timed to World Environment Day on June 5, an amusing spot from Dude London shows five different showerheads in mourning—and their partner has moved on to something better.

"Green practices have always been right at the very core of Love Not War's business model, with everything we do viewed through the lens of sustainability," said Will Ranscombe, CEO and co-founder of Love Not War. "We’re keen for people to know that by making the decision to ‘break up’ with their showerheads and switch to a Love Not War toy, they can save water and ultimately reduce their environmental impact."

"What can I say other than this: it's brought us all real pleasure to work on this," added Vic D’Andrea, creative at Dude London. "This is the sort of project DUDE is all about, a great message, a great product and a great chance to really let loose and have fun… all for a great cause."

Supporting the message, Love Not War is offering 20% off its toys (which are made from recycled aluminium cans) through the month of June. The campaign also leans heavily into influencer marketing.

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