The Joy of Non Sex

MTV Staying Alive project includes “The Joy of Non Sex”, a commercial encouraging sexual partners to wear protection. The 1970s-style spoof of Alex Comfort’s Joy of Sex classic includes Position 9, The Sting, Position 23, The Lock of Gibraltar, and Position 28, The Journey of the Otter. All in the interests of safety in a world threatened by AIDS.

The Joy of Non Sex


The Joy of Non Sex was developed at Ogilvy Group UK, Lon­don, by creative director/copywriter Paul Smith, art director Christi­na Bell, producers Sal­ly Miller and Rus­sell Ben­son.

Filming was shot by directors Matt Golding and Guy Paterson via Rokkit, London, with typographer Sid Tomkins, project manager Christi­na Bell.

Filed under: AIDS, Film, MTV Staying Alive