#Sexnevergetsold
D&AD New Blood Awards 2024 entry, Durex brief: Breaking barriers.
Breaking barriers
As society progresses, it's crucial to challenge outdated beliefs and misconceptions surrounding sexual activity, particularly in older age demographics. Durex, as a leading advocate for sexual health and wellness, can play a pivotal role in breaking down these barriers. This design concept outlines a comprehensive campaign aimed at destigmatising sexual activity in older age, promoting healthy conversations, and fostering positive attitudes towards sexuality.
Age UK
“Sex in later life can be seen as embarrassing and unmentionable but sexual relationships provide physical, mental, and emotional health benefits for people, regardless of age. The achievement of sexual wellbeing can play an important part in older people's relationships and being comfortable talking about sex is essential to avoiding STIs”
Demographic
Older adults
Solution
By implementing this design strategy, Durex can lead the charge in challenging stereotypes and fostering a more inclusive and positive narrative surrounding sexual activity in older age. Through education, advocacy, and community engagement, the campaign aims to empower individuals to embrace their sexuality at every stage of life, promoting overall well-being and fulfillment.
Aims:
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Increased Awareness.
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Positive shifts in attitudes and perceptions towards sexuality in older age.
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Empower older individuals to prioritise their sexual health and well-being
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Fostering a supportive and inclusive online community.
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Influence policy decisions related to sexual health and aging.
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Enhance the brand's reputation among consumers, particularly older adults, who value authenticity, inclusivity, and social responsibility.
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Outcomes
