Campaign Design
Strategy
Key Visual
#WORTH
A Campaign to make a difference
Women’s sexual pleasure is very often a topic of discussions:
There are many women who are not able to fully enjoy sex, and some may also experience sex as pressure.
All of this can result in barriers for having sex.
Things that play a central role on a woman’s pleasure are:
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Esteem: self-esteem, appreciation
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Safety: sex must be safe to be fully enjoyed. Using condoms protects against sexually transmitted diseases, but also against pregnancy.
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Responsibility: the woman is the one who gets pregnant and has to carry on the biggest responsibility (although the responsibility should be shared by both parties). In protected sex, a woman does not have to be afraid of getting pregnant.
These and numerous other issues for the women’s enjoyment of sex are solved by using a condom. Especially the important fact is...
...that the woman is the one who should carry the condom with her. Why?
Some of the reasons why it's better that women carry condoms with them:
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Women know how to put condoms on the right way
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Women know when they're planning to have sex
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Women need to remind their partners) how to treat them
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Sex is more pleasurable when you're not worried about STls or pregnancy
Insight
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The stereotype is that a woman cannot carry condoms with her because this is a sign of several sex partners.
But in fact a woman who carries a condom with her is smart and responsible and want to enjoy the sex because she deserves it.
Message
Women who carry condoms are valued, can be proud of themselves, and deserve enjoyable sex.
They’re #WORTH of it.​​​​​​​
Tone-of-voice
The women in the campaign images look proud. They have the look of a confident, strong woman. They are cool and you want to identify with them. The style is strong, bold and confident in a good way.
"Girls have purses. They put it in their purse and it will be a whole lot safer than in guy’s pocket."
​The Durex purse is part of the campaign: women can put the condoms they buy in a stylish little purse so they don’t break. The Durex purses have different funny texts.
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Texts can be used to personalize the purse for different target groups, as well as colors.
Social media
The social media #worth campaign
encourages all women to openly talk about carrying condoms. The campaign can use real, authentic people, confident women who tell about why they carry condoms with them, what kind of feedback they have received and why all women should act this way.
What?
Real people, real women are in voice and tell about their own views and experiences, their stories.
#WORTH -stories
Objective
The issue becomes a public topic and the shame around it disappears. At the same time, it becomes cool, a kind of thing for confident women to do. This is reinforced by the bold and strong style of the campaign and the confident and proud women used in it.
Shows she's responsible! No, this is a liberated
world! Women have just as much a right to play with different partners as men do.
Through the online reality series, 4 women boldly talk about why they always carry a condom with them and what kind of attitudes they have faced. faced. With the series, the subject is raised as a topic of conversation.
