SAFE TO PLAY HUB
Summary: In a market plagued by low condom usage, Durex Romania bravely targeted Gen-Z, a demographic aware of condoms but reluctant to use them. The challenge was not just to sell a product, but sex education. Fearlessly, Durex transformed SexEd from a dull monologue into an authentic Edutainment platform by Gen-Z for Gen-Z. Despite an economic crisis, this strategy ignited unprecedented growth, boosting both brand and category penetration. Durex didn’t just sell condoms; it sparked a national conversation about sexual health, making safe-sex appealing a generation previously left in the dark.
Facing low condom usage, Durex ignited a SexEd revolution, boosting penetration and sparking nationwide discussions.
Lead Agency(s): VML Romania
Contributing Agency(s): ZENITH ROMANIA
Client / Brand: Durex
Effie Award(s): Silver
