Durex teaches gamers how to do IT safely

Even though it’s 2023, sex is still considered a taboo and controversial topic in Poland. However, Durex has taken up the challenge to change this. To break the taboo, especially among young people, the brand organised a dedicated campaign with the ultimate goal of raising awareness of sex education.

To be effective, Durex had to meet Generation Z in their natural environment. Another challenge was to make sex education accessible, simple and fun, while using reliable sources of knowledge.

Educational Discord server

An educational Discord server called “How to do IT?” was the heart of the campaign. It was the place where young people could ask questions about sexuality, sex, and growing up. They were answered by experts from Grupa Ponton (a Polish NGO working in the field of sex education). In the end, more than 2,500 people joined the Discord server.

On the other hand, the Discord server also provided a place for additional activities. These included fun talks or competitions with awards.

Streamers encouraged viewers to “protect their hardware”

Over 1,100 streamers participated in a dedicated inStreamly campaign, giving Durex maximum brand awareness and coverage within Twitch and the live streaming space. Branded artworks included gaming-themed messages and Durex animations to keep it fun and tasteful.

Here are some examples:

• How to find G-spot on the map?
• How to put an armor on my character?
• Can you have pleasure playing without… winning?

In addition, Durex partnered with top Polish gaming influencers who invited their followers to the “How to do IT?” Discord server by sharing their personal stories and hosting sponsored streams.

And the winner is…

Durex’s “How to do IT?” campaign has won a number of awards:

• MIXX Awards – Best Use of Social Media – Silver 🥈
• Innovation 2023 – Innovation in media – Touchpoint Campaign – Bronze 🥉
• Innovation 2023 – Innovation in media – Digital & Interactive Campaign – Bronze 🥉
• Innovation 2023 – Innovation in media – ESG in communication – Bronze 🥉
• Effie Poland – Young – Silver 🥈
• Klub Twórców Reklamy KTR – Corporate Mission & Social Responsibility – Gold 🥇
• Klub Twórców Reklamy KTR – Brave brands – Silver 🥈
• Klub Twórców Reklamy KTR – Use of Social Platforms – Bronze 🥉

Best ideas are done in great company

This campaign was created for Durex with Omnicom Media Group, OMD Group, DDB Warszawa, A41 – all for one, Tears of Joy agency, and Grupa Ponton.