Campaign details
Brand: DurexLead agency: Dentsu VietnamRegion: APAC
Strategy
Objective
Love. Sex. Repeat. by Durex
How Durex normalized the conversation around sex and condoms with a social media strategy.
A. OBJECTIVE:
According to the United Nations Population Fund (UNFPA), one-third of young Vietnamese yet to have access to sex education and birth control methods. While the health experts are warning against increasing unprotected sex, a large number of parents and youngsters find it embarrassing to talk about this issue openly.
Sex being a sensitive and private issue in Vietnam, the challenge was to normalize the...