#WORTH
A campaign challenging the stigma around women carrying condoms.
Cultural Insight
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Preparedness in women is often misjudged. #WORTH reframes it as confidence, responsibility and self-respect.
A woman who carries a condom with her is smart and responsible and want to enjoy the sex because she deserves it.
Idea
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#WORTH puts women who carry condoms at the centre of the narrative. The campaign reframes preparedness as empowerment – something to be proud of, not judged for.
Key Visuals
Message and Tone
Confident. Direct. Unapologetic.
Designed to be felt, not explained.
Campaign Scope
Activation
Social · OOH · Digital · Content · Merchandising
Social media
Real women sharing their stories around preparedness and confidence.
Online Series
Short-form content extending the campaign narrative.
Merchandising
A symbolic extension of the campaign – turning preparedness into a tangible object.
Summary
A concept-led campaign challenging stereotypes around women carrying condoms. By reframing preparedness as empowerment, #WORTH turns responsibility into confidence.
Client: Durex
Role: Art Direction | Concept
Type: Campaign Concept | Social | OOH | Digital
Year: 2022
DesignTools: Concept development, visual storytelling, campaign system design
Context: Developed as a campaign concept for D&AD New Blood