The objective of this campaign is to communicate to 16-25-year-olds that using Durex means you get all of the fun, with all of the safety. The rise of STDs or STIs has become an epidemic, with 1 in 2 sexually active people contracting one or the other by the age of 25, yet it is taboo because of negative stigmas. Durex wants their advertising to start a conversation, and inspire the target to educate themselves about sexual health. 

Key Insights

Our target audience is educated in basic sex education but doesn’t know too much in detail about the topic. They are not promiscuous and care about their health and that of their sexual partner. AIDS has faded in their lives as a potentially fatal outcome for unprotected sex and so condoms have become more optional.