.durex. - content

THE CHALLENGE

As part of their mission to “unleash the freedom to be your true sexual self”, Durex wanted to drive conversation around sex positivity in Ireland, and to fight the stigma, shame and misconceptions that still exist in society today.

THE RESPONSE

Headcase x Durex (Reckitt) enlisted and facilitated a diverse panel of individuals to have open and honest conversations on the culture of sex in Ireland.

Sex & intimacy specialist Grace Alice Ó Sé, well-known foodie and DJ Marcus O’Laoire, fun-loving fashion icon Grainne Binns & LGBTQ+ content creator James Kavanagh bared all for the Your Sex/Your Way video content series, laying out their own perceptions of sex and how it fits into Irish society today. 

The content was edited into bite-sized episodes hosted on Durex Ireland’s new Instagram (@durex.ireland) and TikTok channels, covering topics like sex education, stigma & shame, and the changing culture of sex in Ireland. 

THE RESULTS

What resulted were real conversations that felt casual, insightful and free from shame or judgement. The content generated widespread & meaningful consumer engagement for its relatability and honesty. The content was amplified across Durex’s social media channels, pulling in over 10 million views and 20 thousand likes on the newly launched @durex.ireland TikTok account alone.