Durex Case Study

As the world looked ahead to life after lockdown, Durex challenged the idea of simply “going back to normal”.

Let’s Not Go Back To Normal reframed the return to dating, sex and intimacy as a chance to build better habits. The campaign called out the excuses for not wearing condoms, the stigma around women carrying them, and the shame and judgement still attached to sexual health.

1m New STIs a day had become “normal”
87% Wanted to take better care of each other’s sexual health
4 in 5 Believed people should not be judged for wanting protection
3 in 4 Wanted to stop feeling like they had to be porn stars in the bedroom
Durex Let’s Not Go Back To Normal campaign image

The work used the language of lockdown to land a simple behaviour-change message.

Better sex, safer sex, for everyone.

STIs were at their highest ever rate.

The campaign was direct, timely and backed by data showing people wanted a more open, respectful and responsible conversation around sex. It gave Durex a way to lead a cultural conversation, not just sell protection.

Durex Let’s Not Go Back To Normal campaign image

Let’s Not Go Back To Normal turned a moment of global reset into a call for safer, less judgemental and more honest attitudes towards sex.

It challenged old excuses, opened up the conversation around protection, and made sexual health feel more shared, open and human.

Durex Let’s Not Go Back To Normal campaign image

Awards Recognition

London International Awards

Silver, TV/Cinema, Cosmetics/Toiletries

London International Awards

Shortlisted, TV/Cinema and Online Film

Campaign

Top 10 Outdoor Ads of 2020

Campaign

Shortlisted, TV Creativity Award