The Ask: Help Durex break down barriers to sexual freedoms.

The Campaign: Say the word. Talk about it.

The Idea: There’s a large stigma that happens when people try to talk about sex. Any word that is related to sex, whether it's penis, vagina, vibrator, vulva, lube-- makes people feel uncomfortable.The shame behind the word has come from a “don’t say that” mentality and has led to a belief that such topics are inappropriate for public conversation creating slang and alternate verbiage thus emphasizing the emotional and cultural barrier through lack of education and embarrassment.

OOH

Social Media Challenge #Saytheword

Durex invites people to challenge that unnecessarily uncomfortable feeling of saying the “taboo” words of our campaign by screaming them and normalizing them. Yes, it's disruptive but we are out to disrupt the social concept of these words being “inappropriate.”

Client: Durex

D&D Awards Submission

My Role: Strategy & CW

W/ Paulomi Mulkherjee (AD) & Sloan Gormley (AD)