Durex Secured Intercourse: No Joke? The highest teen pregnancy speed of every EU land.

Challenges

As group person, Durex was disproportionately afflicted by a worrying two-year decrease in condom marketing in Romania. We had been tasked to counter this, giving a 6percent improvement in Durex product sales (450K condoms).

It was essential that Durex purchased the market shift, concentrating on a rise in brand name Attribution of 5percent.

Information

In 2019, the younger age bracket in Romania was in the grasp of a reproductive health situation;

• The biggest child pregnancy fee about any EU region
• Top destinations in European countries for STIs, having in excess of 5percent regarding the residents affected

Despite condoms possessing broad delivery (retail, pharmacies an internet-based) and unmissable concept advertising on TV and electronic, this isn’t translating into motions. Two-thirds of Romanians (67percent) mentioned these people knew about birth control practices, but can’t employ them. That which was occurring?

The solution consist Romania’s Soviet history; the communist regimen entrenched an extremely traditional perspective of erectile interactions that remains to this day. Love-making outside of relationship are frowned-upon, with abstinence thought to be the choice.

Due to this, Romania is among simply eight EU user countries without a sexual health training tactic; younger individual Romanians merely don’t get the information they require regarding significance of secure sex, nor has an understandable message board for speaking about this issue.

The truth is, for 56percent of 18-34-year olds, their own principal means of talking about intercourse was actually through joking with close friends, but currently basic safety was actuallyn’t an interest.

Quality may not seems the most apparent place to supply a note about risk-free love, but political / public humor (anekdoty) bring a substantial traditions in ex-Soviet region of being a problem management procedure in times of repression; a very important kind personal comments and telecommunications. In order for all of our safer intercourse information to resonate with more youthful owners, we would have to be in on the ruse.

Solution

We were at first briefed to deliver a “traditional” run, utilising the international TVC & handheld equity, of focused on scaled manufacturer attention, and assumed that youth already knew the value of secure sex.

Because of the Romanian-specific social framework, we all realized this mayn’t be sufficient to change the sales decline. Because group commander, Durex must try something new that could address the education difference, and normalise interactions about condoms.

We all proposed a striking approach to truly take part all of our target audience, and stay Durex aside:

• Pay attention to influencers with a funny environment, leverage anekdoty to supply risk-free gender messages through humour.
• Add actual occasions in the middle of venture to keep up the personal / conversational character of sex-related joking amongst young adults.
• Give customers the tools for making safe love-making an important part of his or her daily ruse connection beyond the lifetime associated with the crucial activations.

All of us identified comedy demonstrate being the finest network in regards to our communication as 25per cent of one’s focus go out at the least once/week, over 60 percent of youngsters prefer comedies to virtually other type and 40% take comedians on social media. At these parties, we will posses their undivided eyes, and a medium by which they will generally be exceptionally receptive to communications about condoms.

To ensure that attendees actually decided element of an organic discussion, laughs would be in “improv” structure, where comedians see pointers from viewers, and also have to create humorous replies then and there. This will merely function when the replies were real and real, and Durex bravely concurred the comedians could have full innovative license is just as outrageous because they need.

So that you can make certain size, the queries and answers would subsequently generally be turned into bite-size videos, ideal for used in social sharing.

Performance

Most of us combined with “Ceva Marunt & la Scurta”, an improv class that extremely popular with younger Romanians (number 1 roast training video of 2019) for extravagant, no-limits drama design, to provide a 16-city funny visit. Concert tour shows comprise converted into short-form video clips to reveal a wider readers to the irreverent undertake the field safe and secure intercourse.

The tour would be teased across cultural, utilizing material comparable to just what attendees could count on with the happenings. This was earlier humour have been employed a brand name for these types of a sensitive subject in your area, and we also necessary having a positive reception. Luckily, this content is very well-received, with tickets selling up almost immediately; the reality is, desire would be so high that four extra concerts were included with major metropolitan areas.

The drama shows themselves were the most important feature, offering both a honest and entertaining debate about safer sexual intercourse, and incredibly traditional substance for those who hadn’t been able to rank seats. To advertise actions plus conversation, every attendee was given a zero cost Durex Slimfit condom.

Loyal video clips had been developed per belonging to the five people in la Scurta, and used as sociable ads, digital wealth and for in-store campaigns.

Plus compensated circulation, all the content material got situated on a passionate part of the Durex web site, which simply have jokes in regards to risk-free sex, also instructional material from the comedians, supporting visitors to select the right Slimfit goods for them.