#DebunkingDesire: Disseminating Facts of Women’s Low Desire Using a Coordinated Social Media Campaign


  • Lori Brotto
    University of British Columbia
  • Rayka Kumru
    University of British Columbia

  • Julia O’Loughin
    University of British Columbia
  • Faith Jabs
    University of British Columbia

In national studies, 1 in 3 women report ongoing and bothersome problems with low sexual desire. Because sexual dysfunction is related to symptoms of depression, anxiety, relationship happiness, and general quality of life, this is a significant personal issue faced by women of all ages and life stages. Most women with sexual concerns will never speak to a healthcare provider due to embarrassment, and instead rely on online sources of information for help. The quality of online sexual health information is not consistent. There is an important role for social media in delivering scientifically-based information to women about sexual health. We plan to launch a social media campaign that will consist of specific and targeted information drawn from recent research.

Specifically, our team recently completed grant funded studies showing the role of chronic stress and childhood stressors in contributing to women’s low sexual desire. We have also completed a study showing the benefits of group mindfulness for improving sexual desire and other aspects of psychological well-being. We aim to reach women in our social media campaign with the goal of creating awareness and sharing information that might assist in their seeking improvements.

We will partner with individuals who have significant social media followings to amplify our messages. The ultimate goal of this project is to raise awareness about the prevalence, causes, and treatments about women’s sexual concerns.