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Top 6: June 9th 2021
Durex, the UK’s #1 selling sexual wellbeing brand, has today launched its largest ever sex survey aimed solely at the UK’s LGBTQ+ community. Backed by an awareness campaign from … read morecreative agency Havas London, and driven to the LGBTQ+ community by media agency Zenith, it aims to help Durex understand how it can best support the community, enabling everyone’s right to express their true sexual self. The survey, which can be taken at Durex’s #MySexMyWay hub, asks questions that relate specifically to LGBTQ+ experiences in areas including sex education, sexual fulfilment, sexual health, dating and self-acceptance, in an attempt to genuinely understand the challenges facing the community. It recognises that sexual confidence comes from being our true, authentic selves – but that for the LGBTQ+ community, this can be harder to achieve. The results will inform the role Durex plays and help the brand understand how it can become the best ally possible. It launches via a campaign from Havas which celebrates LGBTQ+ individuals who have overcome personal and societal hurdles to live their sex life their way. It revolves around a series of empowered statements and stories which evoke the attitude of those people who live (and love) true to themselves and who embrace their identity and sexuality proudly and unapologetically. The social and digital campaign will predominantly appear in LGBTQ+ spaces, including partnerships with dating apps HER and Grindr. Arranged by Zenith, this will comprise a series of bespoke, co-created articles on the subject of queer sex, as well as a live ‘re-sex education’ event on HER with queer sex therapist Casey Tanner. It will also include the involvement of influencers including Rose Ellen Dix, Mélanie Lehmann, Jamie Windust and Tanya Compas, and a promotional tie-up with PinkNews. To coincide with the launch of the survey, Durex has committed to ensuring all its brand imagery is truly representative, with a new series of photography commissioned via Kintzing to incorporate more inclusive imagery featuring a diverse range of people within the community. Recognising the lack of inclusive sex education available to young people, Durex has also partnered with The Proud Trust to help roll out its inclusive sexual health toolkit, training professionals to empower all young people to explore and express their identity and sexuality, their way.
read less...Reckitt / Durex
Marketing Manager: Lindsay Forbes
Senior Brand Manager: Annelie Pennock
Assistant Brand Manager: Celine Thomis
Global Brand Director: Elle Murauer
Global Director, PR: Vincent Panzanella
Agency
Creative Partner: Elliot Harris
Account team: Ainhoa Wadsworth, Nick Boyle, Bella Macdonald, Camille Le Senne
Agency producer (print & digital): Kat Loizou
Strategists: Ally Chapman, Asa Nowers, Milan Zum Hebel
Production
Photographer: Stephanie Sian Smith
Producer: Oscar Bellville @ Kintzing
Head of Design: Lorenzo Fruzza
Designer: Sarah Butler, Darta Losane
Post-production: Kintzing/Havas London
Media
Media Agency: Zenith
Planning Director: Jane Garcia-Rodriguez
Group Strategy Director: Florence Ospici Boyadjian
Planning Executive: Giulia Bardelli
Partnerships Manager: Danielle Murray
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