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New Blood Entry — Find us in the makeup aisle

Award: Wood Pencil

Durex / 2019

To get more people to carry condoms we targeted women. Why? Because whilst they make up half the population, only 3% of them regularly carry a condom.

Our campaign tackles the stigma that prevents women from buying condoms by repositioning the contraceptive as part of the health & beauty, not family planning category.

Carrying a condom should be as normal as carrying makeup. So, by drawing parallels with the makeup world, we celebrate the confidence, empowerment and self expression that carrying a condom gives women.

We'll see you in the makeup aisle.

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