There’s a large stigma that happens when people try to talk about sex. Any word that is related to sex, whether it's penis, vagina, vibrator, vulva, lube-- make people feel uncomfortable.
The shame behind the word has come from a “don’t say that” mentality and has led to a belief that such topics are inappropriate for public conversation creating slang and alternate verbiage. Let’s change that.
Problem:
Help Durex break down barriers to sexual freedom.
Key Message:
Durex normalizes open, honest conversations about sex to empower understanding, confidence and connection without shame.
Insight:
Consumers feel discomfort and embarrassment when talking about sex due to years of societal conditioning, which has created a persistent stigma and made open conversations feel taboo and inappropriate.
Credits:
Sydney Pottow
Copywriter
Sloan Gormley
Co-creative Direction
