New Blood Entry — Durex: Say Condom
Award: Graphite Pencil
Durex & Design Bridge & Partners / 2024
For the Durex brief courtesy of Design Bridge and Partners, the problem we are addressing is condom-shy shoppers in India.
People in India are too embarrassed to say the word "condom".
Instead, they use slang like “Chhatri” (umbrella) or “Topi” (cap) when buying condoms from the store. Slang is used because people aren’t comfortable talking about sex freely, and that is a huge barrier to sexual freedom in the country.
So, Durex is getting Indians comfortable talking about sex, by first getting Indians comfortable talking about condoms.
By getting them to simply Say Condom.
Through this campaign, shoppers who say the word "condom" when buying one will get Durex condoms at 50% off.
