AS ONE OF THE 2024 D&AD NEW BLOOD BRIEFS, DUREX SEEKS TO BREAK SEXUAL BARRIERS WITH THE HELP OF YOUNG DESIGNERS
D&AD DUREX BRIEF
Image by D&AD
DUREX BRIEF
In their brief, Durex explains their challenge;
“Develop an innovative service, product or campaign that solves your chosen barrier to sexual freedom. Your response must consider how breaking down barriers will give your audience more confidence to find their true sexual self, free from the current pressures they might experience. “
(Durex logo 2024)
OUR RESPONSE: "YOUR TYPICAL SENIOR"
In order to break the sexual barrier of age, we came up with a campaign called “Your Typical Senior”.
“In todays society seniors are wrongly considered asexual. When in reality, your typical senior is sexually active. Therefore, they are not receiving helpful knowledge that can improve their sex lives. They are also at a higher risk of STI’s because they are not being informed on topics such as safe sex and sexual health.
Your Typical Senior aims to bridge the gap in their sexual health knowledge and make them more comfortable discussing sex. The campaign will, in collaboration with Durex, send out volunteers to care homes and organisations to play our educational “sex bingo”. Through a safe and well-known game like bingo, the topic of sex, sexuality and sexual health will seem less daunting.”
D&AD BOARDS
As per the brief, we submitted 6 boards to the competition. These explain the campaign, the identity of the campaign, and what the goal of the campaign is.
