#DurexMe (2019)

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#DurexMe (2019)

year3, semester2, D&AD Awards submission

Lasalle college of the Arts, Singapore

#DurexMe explanation video (Main deliverable)

– Brief

Background

Durex is the liberator of good sex. They believe good sex is a human right.

They’re on a mission to break the conventions. They’re providing the products to liberate everyone to have the sex they want on their own terms. And part of having good sex is having the right protection.

The Issue

The highest rates of STI diagnoses are seen in 16 to 24 years old.

The Challenge

Make carrying and using a condom a norm.

Target Audience

16 to 24 year olds across the globe who don’t consider carrying a condom part of their everyday habits.

Insight

“Follow me.” “Add me.” “DM me.”
“Like me.” “WhatsApp me.” “Message me.”

These terms are commonly used by teenagers in their daily interaction with others. Growing up in a digital world, they rely on social media more than ever. Social media is also a platform that allows them to freely express themselves.

While youths are receiving sex education, most of them are reluctant with carrying condoms, one of the many reasons is they are ashamed if others find out. In short, condoms are perceived negatively by them.

Big Idea

#DurexMe is a campaign tapping onto popular social media platforms such as Facebook, Instagram and WhatsApp with the intention of changing youngsters' negative perceptions on

condoms. By launching a series of condoms emojis, we want to bring condom into positive conversations and encourage safe sex among youngsters.

Change youngsters’ negative perceptions on condoms.

Increase the amount of young followers on Durex social media accounts.

Raise the awareness of STIs that resulted from unprotected sex.

Make carrying and using condom a norm among youngsters.