Durex was tackling a persistent paradox. The younger generations, and in particular the Gen Z, have never had so much access to information, but misconceptions about sexuality remain numerous.
The question was how to open dialogue on these topics without adopting the traditional codes of prevention or institutional discourse.
We have built a device combining study, content, influence, and media relations to make these subjects more accessible to younger audiences.
Ipsos Study intended to identify the most widespread beliefs and preconceived notions surrounding sexuality.
Creation of the YouTube talk show «Your Sex Your Way», hosted by Ben Nevert alongside’Alaja Jeanneau and Marcus, to address these topics in a format that aligns with Gen Z's habits.
Intervention of specialists and experts to provide pedagogical insight to the discussions.
Sending a teaser box to 150 content creators to amplify the program launch.
Media campaigns centered around the study's teachings and the themes addressed in each episode.
Short-form content production for TikTok and Instagram in order to extend exchanges on platforms favored by younger generations.
Street marketing activations in three major French cities to bring the subject out of the screens and anchor it in public space.
By bringing together expertise, entertainment, and influence, Durex has succeeded in circulating prevention messages in formats naturally consumed by its audience.
