The #DoNotDisturb campaign was the brainchild of creative agencies Premier and TMW Unlimited, and was inspired by the results of a survey of 2,000 adults into people’s holiday ‘sexpectations’. Poll results revealed that digital distractions on holiday were negatively affecting relationships.
At the centre of #DoNotDisturb is a documentary-style video, created by Firecracker Films, in which Durex invited six real couples on holiday, dividing them into pairs with and without technology.
In the survey, 52 per cent of respondents said they expected better sex while away, but 60 per cent of those admitted that the reality does not meet expectations. One quarter admitted that checking phones on holiday caused rows and 59 per cent said that they, their partner or both spent too much time on screen.
Dr Sharif Mowlabocus from the Centre of Sexual Dissidence at the University of Sussex conducted accompanying research for the campaign, which echoed the finding of the survey and social experiment.
"The hotel bedroom, once a place of intimacy, romance and escape, can at times feel more like a frenzied media centre, as the couple rush to upload photos from the day, check in with friends via messenger apps and scroll through newsfeeds to satisfy their longing for their social networks. Perhaps a solution would be to introduce more boundaries – for example, phones in the lobby rather than the bedroom – or a time limit on phone use," he suggested.