It’s not unusual for marketers to use key demographic factors when choosing their marketing channels, but one OnlyFans model decided to do the same when she paid for a mobile billboard to appear in Mosman, an affluent suburb of Sydney, Australia. Mosman is considered the fourth most exclusive suburb, with homes having a median value of $5 million. So residents were shocked when the advertisement, featuring a barely-dressed woman kneeling on a bed, was was driven up and down the main street.

Shianne Foxx is the woman behind the photo, and the text on the screen reads: “Are you rich, old and lonely? I’m looking for a sugar daddy.” Of course, it also includes her phone number and Instagram handle so the right man can get in touch with her.

And many, many men did.

Foxx claims she received more than 200 text messages and thousands of phone calls in just a few hours of the billboard appearing.

“I’ve had people asking to have sex and other sexual favours but I don’t even talk to them if they don’t send me a screenshot of their bank balance first,” she explained.

As to why she chose Mosman, she said: “It’s one of Sydney’s richest suburbs, many old people with old money — perfect demographic,”

Foxx shared a video of the billboard on her social media accounts, adding: “I want a sugar daddy, I don’t want to find one myself, I’m over working, so I spent $2,000 of my own money to send a billboard around the richest suburb of Australia so I can find myself a sugar daddy.”

While the billboard seems like a good investment for Foxx based on the calls and texts she received, Mosman residents were not pleased. In their local Facebook group, residents called the billboard everything from “distasteful” to “inappropriate” to “absolutely shameful.”

“Totally unacceptable that this is allowed,” one Facebook user wrote, adding: “My seven year old read it out loud and then asked me what it meant. What has this world come to!! Can anyone advise if there’s a way to report this to the council?”

Others thought the choice was funny and left comments like, “Target audience spot on!” and “Meals on Wheels?”

“Grossly inappropriate for Mosman. Not a Country Road item in sight,” another posted.

And at least one resident placed an official complaint with Ad Standards, the department that manages complaint resolutions of the advertising self-regulation system in Australia. It is now reviewing the legality of the billboard and if it broke any advertising codes.

The complaints aren’t stopping Foxx or even worrying her. She said: “In all honesty, it’s just people who hate their 9-5 life.”

“I’ve made $100,000 just this month on OnlyFans, so I’ve pretty much made their yearly wage in one month.”

While Ad Standards is looking into the billboard, it isn’t likely anything will be done. More than 350 complaints were lodged in 2023 when a different OnlyFans star tried a similar tactic in Perth, Australia. The model was advertising her OnlyFans account not looking for a sugar daddy, but the content was similar. The organization found that the billboard did not breach the advertising industry’s code of ethics and the billboard was allowed to run as planned.

Will more OnlyFans model turn to more traditional marketing methods like billboards? It’s entirely possible, especially in towns like Mosman.