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Top 6: June 9th 2021

Durex: My Sex My Way

Top 6: June 9th 2021
Durex, the UK’s #1 selling sexual wellbeing brand, has today launched its largest ever sex survey aimed solely at the UK’s LGBTQ+ community. Backed by an awareness campaign from creative agency Havas London, and driven to the LGBTQ+ community by media agency Zenith, it aims to help Durex understand how it can best support the community, enabling everyone’s right to express their true sexual self. The survey, which can be taken at Durex’s #MySexMyWay hub, asks questions that relate specifically to LGBTQ+ experiences in areas including sex education, sexual fulfilment, sexual health, dating and self-acceptance, in an attempt to genuinely understand the challenges facing the community. It recognises that sexual confidence comes from being our true, authentic selves – but that for the LGBTQ+ community, this can be harder to achieve. The results will inform the role Durex plays and help the brand understand how it can become the best ally possible. It launches via a campaign from Havas which celebrates LGBTQ+ individuals who have overcome personal and societal hurdles to live their sex life their way. It revolves around a series of empowered statements and stories which evoke the attitude of those people who live (and love) true to themselves and who embrace their identity and sexuality proudly and unapologetically. The social and digital campaign will predominantly appear in LGBTQ+ spaces, including partnerships with dating apps HER and Grindr. Arranged by Zenith, this will comprise a series of bespoke, co-created articles on the subject of queer sex, as well as a live ‘re-sex education’ event on HER with queer sex therapist Casey Tanner. It will also include the involvement of influencers including Rose Ellen Dix, Mélanie Lehmann, Jamie Windust and Tanya Compas, and a promotional tie-up with PinkNews. To coincide with the launch of the survey, Durex has committed to ensuring all its brand imagery is truly representative, with a new series of photography commissioned via Kintzing to incorporate more inclusive imagery featuring a diverse range of people within the community. Recognising the lack of inclusive sex education available to young people, Durex has also partnered with The Proud Trust to help roll out its inclusive sexual health toolkit, training professionals to empower all young people to explore and express their identity and sexuality, their way.
Credits Other credits

Reckitt / Durex

Marketing Manager: Lindsay Forbes

Senior Brand Manager: Annelie Pennock

Assistant Brand Manager: Celine Thomis

Global Brand Director: Elle Murauer

Global Director, PR: Vincent Panzanella


Creative Partner: Elliot Harris

Account team: Ainhoa Wadsworth, Nick Boyle, Bella Macdonald, Camille Le Senne

Agency producer (print & digital): Kat Loizou

Strategists: Ally Chapman, Asa Nowers, Milan Zum Hebel


Photographer: Stephanie Sian Smith

Producer: Oscar Bellville @ Kintzing

Head of Design: Lorenzo Fruzza

Designer: Sarah Butler, Darta Losane

Post-production: Kintzing/Havas London


Media Agency: Zenith

Planning Director: Jane Garcia-Rodriguez

Group Strategy Director: Florence Ospici Boyadjian

Planning Executive: Giulia Bardelli

Partnerships Manager: Danielle Murray

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