Durex
Awards
Received Merit at the 63rd Annual Hatch Awards in the Student Campaign category.
The Ask
Create a campaign that helps overcome a sexual barrier of your choice.
Concept
Say the word. Talk about it.
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-- makes 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.
Campaign Video
OOH
We highlight this campaign through bold OOh media such as posters, bus wraps, and stickers.
Challenge
Durex invites people to challenge that unnecessarily uncomfortable feeling of saying the “taboo” words of our campaign by screaming them and normalizing them. Yes, it's disruptive but we are out to disrupt the social concept of these words being “inappropriate.”
#SayTheWord
