As countries around the world outline plans to ease lockdown restrictions and people begin to look toward some semblance of normality, Durex has encouraged people not to go back to normal – because normal wasn’t good enough. A two-phase campaign with one clear goal - questioning norms.
Listen to the episode here:
Phase 1 Challenge the norms
Phase 2 Let’s not go back to normal
Strategic summary
INSIGHT:
A world so open to returning to normal may now be open to questioning it
GET:
Young people who took the measures that protected themselves and others from pandemic spread
TO:
Pause and connect those lessons to their own sexual attitudes and behaviors
BY:
Having them question if “normal” is what we really need to return to