Condoms are not fun anymore
Results went beyond estimations, with some of the content generating massive organic view counts. In total, 5 million people were reached by the campaign with an impressive engagement rate of 21% on the material.
Young people perceive talking about condoms as an inconvenient and awkward moment. There are other contraceptive methods, such as the pill. Safe sex is not top of mind. To raise awareness about safe sex and contraception, we needed to be clear and straight to the point.
Safe sex should be something to be proud of, something to hold dear. We believe that addressing the topic boldly and straightforwardly will help young people avoiding the perceived awkwardness of that conversation, steering clear of STDs and the morning-after pills. We decided to let Durex’s audience do the talking, and challenge them. Are they as bold as they think they are?