Sex is one of the most Googled topics on the internet. It's all over social media, threaded through pop culture, and increasingly part of how we talk about health and wellbeing. And yet, for most of us, finding a genuinely informed, stigma-free space to actually talk about it remains surprisingly hard.
That's the gap ahm wanted to do something about.
ahm recently partnered with Broadsheet to host Let's Talk About Sex, Baby - an intimate evening at Melbourne's Hope St Radio bringing together 50 guests for an open, expert-led conversation about sex and sexual wellness. The event was part of ahm's broader What Keeps Us Well campaign, which explores the full picture of what it means to be well - from movement and nutrition to connection, culture, and yes, sex.
The demand was immediate. Over 600 people applied for just 50 spots.
"That waitlist told us everything," said ahm’s Head of Marketing Samantha McLeod. "People are hungry for this conversation. They just haven't always had a trusted, well-informed space to have it."
Christina Voss, Commercial Director of Broadsheet Media also said "Partnering with ahm allowed us to create a genuinely safe, warm, and inclusive environment for a conversation that is so often wrapped in taboo. The audience showed up with incredible energy and really proved to us just how important it is to create spaces for open dialogue around sexual wellness."
The room
Hope St Radio - warm lighting, considered design, the kind of space that puts people at ease - was chosen deliberately. The brief was simple: create an environment that felt intimate, not clinical. Sexy, not salacious. The kind of place where you could ask the question you'd never quite known how to ask.
Sexologist Meg Callender hosted the evening, leading a panel that brought together ahm's Head of Clinical Advisory Aarti Olson who MC’d the night, High Tide co-owner Søren Poulsen, and author Vanessa Muradian, whose book has sparked its own cultural conversation around female pleasure and self-worth.
The conversation
What unfolded was, by every account, exactly what it needed to be - honest, funny, at times confronting, and deeply human.
The panel drew a distinction that reframed the room's thinking early: sexual health is a baseline, sexual wellness is thriving - and most of us aren't at baseline yet. From there, the conversation moved through how our relationship with pleasure is never fixed, but shaped by upbringing, culture, and experience. Crucially, what's been constructed can be rebuilt.
Perhaps the most quietly resonant moment came when mismatched libido was named openly - one of the most common relationship challenges couples face, and one of the least discussed. Running through all of it, one consistent thread: communication is everything.
"This was one of the most refreshing conversations I've been a part of," said Aarti Olson, ahm's Head of Clinical Advisory. "What struck me was how much people were carrying quietly, which really came out through the questions people asked in our Q&A.”
Guests agreed. In the days following the event, ahm received a wave of thank you notes from attendees. "We absolutely loved our experience," wrote one guest. Another shared that they "talked all evening about how enjoyable it was - a testament to the speakers and all involved."
Why ahm
For a health insurance brand, this might seem like unexpected territory. ahm sees it differently.
ahm's new brand platform, People Things, is built on a simple but expansive idea: that the things that keep us well are deeply, fundamentally human. Not always clinical. Not always comfortable. And rarely one-dimensional. Sexual health and wellness sit squarely within that - touching physical wellbeing, mental health, relationships, and self-care all at once - all areas that sit squarely within what it means to feel well.
The What Keeps Us Well campaign was an expression of that platform in culture – not through advertising, but through genuinly useful, resonant experiences that reflect how people actually live.
In an era where misinformation about sex spreads rapidly online, and where the frank, trusted forums of previous generations - think Dolly Doctor - no longer exist in the same way, there's a real role to play in creating quality, accessible, shame-free conversations.
Let's Talk About Sex, Baby was one evening. But it points to something bigger: a growing appetite among Australians for health content that takes them seriously, meets them where they are, and isn't afraid to go there.
