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New research by Sexual Wellbeing Aotearoa uncovers that embarrassment is a significant barrier preventing New Zealanders from opening up about sexual health. ‘Emotional Support Bits’ – a powerful and playful initiative that aims to improve Kiwis' comfort with their sexual wellness – has been launched in response.
Wellington, New Zealand
New research from Sexual Wellbeing Aotearoa (SWA) reveals New Zealanders’ apprehension when it comes to opening up about their sexual health and what’s perpetuating this silence.
The research found that the majority of Kiwis (62%) keep sexual health concerns to themselves and shared the barriers fuelling this feeling: over a third of New Zealanders (34%) struggle with opening up about sexual health, alongside privacy concerns (32%), embarrassment (32%), along with shame and fear of judgment (28%).
To tackle this issue, SWA has launched Emotional Support Bits – quirky, custom plush companions shaped like intimate parts, designed to make the uncomfortable comfortable, by sparking conversations and dismantling taboos around sexual wellbeing.
“Our research reveals a worrying truth about how we feel when it comes to talking about sexual health,” says Jackie Edmond, Chief Executive of Sexual Wellbeing Aotearoa.
“While these struggles are familiar in our clinics, the data highlights the depth of the issue and the sexual wellness gap among Kiwis. Emotional Support Bits aim to break barriers in an unexpected,
approachable way – encouraging Kiwis to embrace the uncomfortable, connect with their bodies, and start essential conversations. If opening up to friends or whānau feels hard, Sexual Wellbeing Aotearoa is here to help with confidential, expert support.”
The research also reveals nearly a third (31%) of Kiwis admitted feeling uncomfortable discussing the topic, with women and rural populations reporting higher levels of discomfort. Most Kiwis (59%) agree that there is a stigma attached to discussing sexual health, with the vast majority (65%) believing more open discussions around sexual health would break down these barriers.
“The consequences of this silence can be significant,” Edmond continues. “From missed health advice to the persistence of stigma. It's time for Kiwis to speak up, break the stigma, and rewrite the
narrative around sexual wellbeing.”
SWA is on a mission to empower Kiwis to feel more at ease discussing their sexual health, making the uncomfortable comfortable. By fostering open and honest dialogue, it aims to break down barriers and dismantle the stigma surrounding sexual health, paving the way for it to become a more widely accepted and discussed topic.
Emotional Support Bits has already gained support from well-known Kiwi voices including Jeremy Wells, G.Lane, and Morgan Penn, among others.
Want your own Emotional Support Bit? Enter the competition.
About the research
The results come from a Sexual Wellbeing Aotearoa-commissioned survey of n= 1002 nationally representative respondents in New Zealand 16 years of age and over, conducted between 15 and
19 November 2024 by TRA.
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