Durex Secured Sexual Intercourse: No Light Hearted Matter? The biggest teen pregnancy speed about any EU nation.

Durex Secured Sexual Intercourse: No Light Hearted Matter? The biggest teen pregnancy speed about any EU nation.

Problem

As category person, Durex was disproportionately afflicted by a stressing two-year fall in condom income in Romania. We were assigned to overturn this, supplying a 6percent improvement in Durex selling (450K condoms).

It absolutely was essential that Durex had the market shift, targeting a boost in manufacturer Attribution of 5per cent.

Information

In 2019, younger demographic in Romania was in the traction of a sexual health problem;

  • The highest adolescent maternity price of the EU place
  • Top 10 cities in Europe for STIs, with more than 5% of group affected

Despite condoms possessing broad submission (shopping, pharmacies an internet-based) and unmissable niche approaches on television and digital, this isn’t translating into actions. Two-thirds of Romanians (67%) claimed these people knew about birth-control practices, but can’t rely on them. That was transpiring?

The clear answer is based on Romania’s Soviet history; the communist routine embedded a highly careful view of erotic dating that remains even today. Love outside wedding is frowned-upon, with abstinence regarded as the choice.

Consequently, Romania is regarded as the only eight EU representative says without a reproductive health knowledge tactic; young grown Romanians just don’t be given the details they want about significance of protected intercourse, nor have got an evident website for talking about the niche.

The fact is, for 56per cent of 18-34-year olds, her main way of speaking about sexual intercourse was actually through kidding around with contacts, but now safety was actuallyn’t a topic.

Humour may well not look the most obvious destination to offer an email about safer sex, but political / societal humor (anekdoty) have actually a stronger record in ex-Soviet countries of being a problem management system in times of control; a beneficial type of cultural comments and interaction. To allow our personal risk-free gender content to resonate with younger users, most of us needed to be in throughout the ruse.

Strategy

We were to begin with briefed to produce a “traditional” campaign, making use of the international TVC & virtual resources, which were centered on scaled brand knowledge, and suspected that our youth were already aware that the value of risk-free love.

Considering the Romanian-specific public situation, we know this couldn’t be sufficient to overturn the sales fall. Because class head, Durex should attempt something new which would deal with the education distance, and normalise conversations about condoms.

Most of us suggested a bold way of certainly participate our personal visitors, and remain Durex aside:

  • Consider influencers with a comedy back ground, leveraging anekdoty to deliver risk-free sex messages through quality.
  • Add actual activities at the heart with the marketing in order to maintain the private / conversational characteristics of intimate joking amongst teenagers.
  • Give owners the equipment for making safe and secure gender a part of her daily laugh correspondence beyond the lifetime associated with the key activations.

We determined comedy shows due to the fact best route in regards to our information as 25percent of our own focus go forth around once/week, over 60 percent of young adults prefer comedies to the some other style and 40per cent follow comedians on social networking. At these happenings, we will bring their own undivided eyes, and a medium where they would getting very open to communications about condoms.

To make sure that attendees truly felt like a part of an organic and natural talk, jokes would-be in “improv” type, in which comedians acquire guidelines from target audience, with to produce humorous reactions right away. This may best manage when reactions happened to be authentic and real human, and Durex fearlessly conformed which comedians could possibly have whole inventive certificate are since extravagant as they preferred.

In order quickflirt dating site to really confirm measure, the concerns and feedback would next feel changed into bite-size movies, suitable for utilization in social revealing.

Delivery

Most people combined with “Ceva Marunt & la Scurta”, an improv class that massively well-liked by younger Romanians (#1 roast video clip of 2019) for his or her unbelievable, no-limits comedy design, to create a 16-city drama concert tour. Trip shows are turned into short-form films to reveal a wider target audience on their irreverent undertake the field of protected love-making.

The trip am mocked across cultural, making use of material similar to what people who attended could assume during the events. It was the first occasion humour had been used by a brand name for these types of a sensitive subject matter in your area, and then we required a good party. Thank goodness, the content would be very well-received, with tickets selling out and about almost immediately; indeed, want would be really at high point that four extra shows were added to significant cities.

The comedy reveals by themselves comprise the biggest identify, offering both a honest and entertaining chat about safe love-making, and incredibly traditional material for many who experiencedn’t managed to rank entry. Market motion along with debate, every attendee was given a totally free Durex Slimfit condom.

Dependable videos comprise designed for every single of five members of Una Scurta, and used as public advertisements, electronic assets along with in-store deals.

Not to mention settled delivery, all information got located on a devoted area of the Durex site, which not merely got jokes in regards to protected love, inside instructional contents from your comedians, aiding visitors to choose the right Slimfit products for the children.

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