Fuelled by local insights, we developed a new mission for the brand in Ireland; to drive conversation & stigma change around pleasure & sex positivity in Ireland.
We activated this mission with an integrated communications plan - combining high-impact media, Influencers, Content, PR stunts, events and sponsorship - as well as community management.
The campaign has steadily translated into category growth & sales and the corresponding community-led movement is placing Durex exactly where they need to be - a force for positive cultural change. Watch this space for much much more to come!
Andrew Casey - Headcase CEO
“Instigating meaningful change is what Headcase were born to do,
Durex have given us the chance and we’re running with it.”
Cormac - Founder of Mother / Pride
“Fighting shame… coupled with empowering people to feel comfortable in their own skin.
