Durex love safe sex
Durex is so passionate about sexual education that they find any platform through which to educate. From providing comprehensive knowledge about contraceptive tools, to providing helpful information about common sexual problems (Explore Sex, n.d.). With such a strong emphasis on education, it is no wonder that Durex ranks among competitors as the best rated condom for their Extra Sensitive Condom, which was also rated as the most dependable condom by Consumer Reports in 2005 (2019 World’s Best Condom Awards, n.d.).
Target Market Research
One important insight about the target market is that millennials are not easily tricked. With access to a wealth of information at their fingertips, millennials are able to question everything and in doing so, are more suspicious of grand promises and are wary of anything that goes against their core values (Voogd, 2016).
Similarly, millennials (and post-millennials) are incredibly unlikely to have a positive response to hearing the same information multiple times. Young people do not like being told what to do or think (Ryan, 2015:33).
What we know is that millennials and post-millennials are taught about contraception and the risks associated with unprotected sex every year in school. The curriculum includes sex education and the subject has become a compulsory section of the South African education system (Life Orientation for Homeschoolers, n.d.).
However, this does not stop them from partaking in unsafe sexual practices. Based on our research survey, 77,78% of those surveyed do not regularly carry condoms (Figure 1, 2019).
SOLUTION
Be picky about the important things.
An interactive and integrated campaign which speaks to the audience, rather than at them. The campaign will point out the absurdity behind the fussy nature of the audience and highlight the importance of being picky about your sexualhealth.
