New Blood Entry — Sex. Own It

We found out that shockingly, only 2% of women regularly carry a condom. The reasons for this is a combination of; worry about the shame and awkwardness of buying them, relying on the guy having one and ‘ladsy’ communication from manufacturers.
Durex is going to change this by encouraging young women to take ownership of sex.
Through our campaign, we want them to feel empowered, sex should be fun, not embarrassing or shameful and neither should carrying a condom.
We say: Sex. Own it.
The campaign features print ads a series of social media adverts and we also want to team up with third party online retailers in order to meet young women where they are.
We changed the packaging to feature contemporary designs and designed a detachable condom pocket for bras, for the ‘wallet-less generation’.
Women are ready to reclaim sex on their own terms.
Sex. Own it.