The problem

Durex wanted to address sexual taboos, stigmas and outdated, non-inclusive attitudes to sex.

The brief

I wrote a series of myth busting articles aimed at new or infrequent users. The content had to be frank and factual, applicable to all genders and sexual preferences, and completely non-judgemental.

The strategy

As with any discussions about sex, it was important to get the tone right. I developed a casual, credible, clear and trustworthy voice that reassured nervous lovers while empowering them to get more pleasure out of their sex lives.

The creative

The 20 or so articles I wrote addressed real-life concerns, many of which were well overdue for a fact check. From ‘Does penis size matter?’ to ‘Should I dress like a porn star?’ readers were invited to ‘change their #sexpectations’. The campaign also included social media ads to drive traffic.

The results

The campaign was part of a major new positioning and visual identity for the 91-year-old brand. As Elliot Harris, RB Global Executive Creative Director at Havas, said: “This might be the most important piece of work we ever do… This new brand purpose will lead to healthier conversations around, and attitudes towards, sex, but also greater inclusion and acceptance for those who might not always experience it.”