BREAKING SEXUAL BARRIERS
*D&AD NEW BLOOD COMPETITION
THE ASK
Develop a campaign that combats a barrier to sexual freedom
MY ROLE
Research
Audience research + segmentation
Strategic development
THE PROBLEM
Female masturbation is portrayed as unnatural
SOLUTION
Her Body, Her Pleasure, Her Durex
BACKGROUND
The barriers to sexual freedom are intricate and deeply personal, influenced significantly by societal norms and external pressures. Although society has become more vocal and open towards sensitive issues, such as mental health, sex, and race, masturbation is still stigmatized as a dirty secret that no one cares to share, especially for women.
SEXUAL EXPLORATION OFTEN LEADS TO FEELINGS OF SHAME, EMBARRASSMENT, AND GUILT
Only 1 in 4 women masturbate regularly, but many of them feel guilt and ashamed afterwards. (Medium, 2022)
“... I almost always feel guilty for doing so. Sometimes it makes me avoid masturbating for months.”
“For me personally it feels like a rush of pressure that I have to do it, but afterward I feel nothing and a bit grossed out.”
MEDIA PRESENTS SEXUAL EXPLORATION FOR MEN AS A NATURAL OCCURRENCE
FEMALE MASTURBATION IS PORTRAYED AS UNNATURAL
The female body is complex. Women experience many changes in their bodies that are important in understanding what their bodies need and desire, such as sexual pleasures. However, when it comes to self-pleasuring activities, female masturbation is misconceived.
It's natural to explore your body
INSIGHT
STRATEGY
Durex let's you love yourself first
HER ADS
The ads, inspired by Renaissance imagery, aims to spread the message of Durex's feminine products, igniting a revival of self-exploration
HER HAVEN
Durex will sponsor women's bathrooms to create a safe space where women can learn, share, and speak about their sexual desires, featuring Durex's feminine products and affirmation mirrors
HER HISTORY
In collaboration with the Museum of Sex in NYC during Women’s History Month, the exhibit will help educate and empower visitors on the importance of women’s self-pleasure
TAKEAWAY
In history, women have fallen subject to shame and embarrassment surrounding self-pleasure, but we are going to rewrite history for women moving forward by encouraging her to love Her Body, Her Pleasure, Her Durex