#WORTH
A campaign challenging the stigma around women carrying condoms.
Cultural Insight
Preparedness in women
is often misjudged.
"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."
Real comment from an online discussion about women carrying condoms.
Idea
Carrying a condom is responsibility, not shame.
Campaign Scope
Activation
Social · OOH · Digital · Content · Merchandising
Key Visuals
Message and Tone
Confident. Direct. Unapologetic.
Designed to be felt, not explained.
Social media
Real women sharing their stories around preparedness and confidence.
Online Series
Real stories from women challenging the stigma around carrying condoms.
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