Durex condoms with Chantelle Begley of Havas, London
As countries around the world outline plans to ease lockdown restrictions and people begin to look toward some semblance of normality, Durex has encouraged people not to go back to normal – because normal wasn’t good enough. A two-phase campaign with one clear goal - questioning norms.
Listen to the episode here:
Phase 1 Challenge the norms
Phase 2 Let’s not go back to normal
Strategic summary
INSIGHT:
A world so open to returning to normal may now be open to questioning it
GET:
Young people who took the measures that protected themselves and others from pandemic spread
TO:
Pause and connect those lessons to their own sexual attitudes and behaviors
BY:
Having them question if “normal” is what we really need to return to