Control's Mother's Day Campaign Challenges Taboos Around Female Pleasure

In May 2023, just ahead of Mother's Day on the 14th, Control, a brand within the Artsana group, unveiled a bold social media campaign. Developed by Together, the initiative showcases images of mothers holding a shiny dildo alongside the tagline "La mamma non si tocca. O forse sì" ("The mother is not touched. Or maybe yes"). The objective is to challenge societal taboos surrounding female pleasure, emphasizing that sexuality is relevant at every stage of life, including motherhood. Although the posters were reportedly censored and did not make it to billboards, Control argues that this censorship connects mothers to eroticism. The campaign also highlights the "masturbation gap" and aims to foster discussion, with plans for a subsequent phase to amplify mothers' voices and disseminate educational content.