Playground partners with Center for Intimacy Justice to destigmatize conversations about sexual wellness

Playground, a sexual wellness brand co-founded by Christina Aguilera, has announced a partnership with the Center for Intimacy Justice to destigmatize discussions about sexuality and promote better sexual health for women. The brand, known for its water-based lubricants, is celebrating the launch of Pillow Talk, a new product inspired by Aguilera. The launch is accompanied by the “1-888-PLY-GRND” campaign, a reimagined ’90s-style sex hotline featuring Aguilera that aims to encourage open, censorship-free dialogues about women’s sexual health.

Campaign and hotline

The 1-888-PLY-GRND hotline offers callers bedroom tips from Aguilera, the opportunity to win one-on-one consultations, and insight into Playground’s mission to break down regulatory hurdles surrounding discussions about sexual wellness. This initiative addresses statistics that show that over half of high school graduates lack sex education and 62% of adult couples struggle to talk openly about sex with their partners.

Christina Aguilera, Chief Brand Advisor at Playground, explains the significance of the campaign: “We are proud to launch our newest product, Pillow Talk Personal Lubricant, on our next release with Playground – along with an inspiring campaign that encompasses everything I’ve always believed about sex and sexual health. This campaign speaks directly to women, encourages better conversations and challenges the culture of shame around women’s sexual health and pleasure, all while contributing to a powerful cause.”

Partnership with the Center for Intimacy Justice

The launch of Pillow Talk also marks the beginning of Playground’s partnership with the Center for Intimacy Justice, a nonprofit organization that fights against censorship in the field of women’s sexual health. Playground will donate 1% of net sales of each product sold to nonprofits that share its mission.

Catherine Magee, CEO and co-founder of Playground, commented, “We are excited to partner with the Center for Intimacy Justice as we continue to advocate for less restriction of information about women’s sexual health. As we looked for a partner to launch our social mission, the work of the Center for Intimacy Justice seemed like a happy coincidence for what has always been our priority at Playground – our commitment and advocacy for women’s health. We look forward to combining our efforts to drive much-needed change.”

Jackie Rotman, CEO and Founder of the Center for Intimacy Justice, added, “We are thrilled to be Playground’s first nonprofit partner and to have another voice advocating for equality and wellness in people’s intimate lives. Playground’s generous, ongoing donation will not only help provide accessible sexual health information across all channels, but will also help change and challenge the injustice of censorship of women’s sexual health.”