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Durex: Unforgettable Nights
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Durex, the world’s #1 sexual wellbeing brand, has launched a global campaign designed to challenge some of the common myths and misconceptions around sexually transmitted infections, educate young people of the dangers they face from unprotected sex and to change behaviours around condom use.
Unforgettable Nights, from creative agency Havas London, comprises four films, which individually target males and females aged 16-21 and 21-30, plus digital activity, OOH, an online educational hub and substantial experiential activations across European festivals this summer. It launches across all channels in Spain – where one in four adolescents will suffer from an STI before they finish high school, 15-24-year-olds represent 50% of yearly STI diagnoses, and cases of gonorrhea increased by 303%, and chlamydia by 654%, in five years – before rolling out in territories including the US, Germany, France, Italy and Portugal. The fast-paced films are each narrated by a person reliving what at first seems an innocuous night out, before ending in unprotected sex – and the consequence of an STI diagnosis. They aim to draw attention to both the symptoms and to the lesser-known, potential long-term effects of an STI, including infertility in both men and women. Familiar, relatable characters – your best mate’s sister, the girl who came back to town, a friend’s cousin, the hot guy from college – are used throughout the campaign to help debunk the commonly-held belief among young people that you can only contract an STI from a stranger, not someone you know. Across the summer, on-pack promotions will offer the chance to win sold-out tickets to festivals including Sonar Festival and Arenal Sounds, while festivalgoers carrying a condom will be rewarded with perks including front row seats, exclusive artist meet-and-greets and VIP toilets. Durex will also be hosting a series of exclusive performances via its ‘Unforgettable Sessions’ throughout the year. Ultimately, the campaign challenges young people to carry on making unforgettable memories for the right reasons, not the wrong ones, and features the strapline ‘You decide. Use a condom’.
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