Love. Sex. Repeat. by Durex

Sexual health brand Durex used an always-on mobile social media strategy to normalise the conversation around sex and condoms in Vietnam and boost engagement.

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...

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