Premier tapped into the rise of emojis to position Durex as a key player in the worldwide fight against HIV and AIDS. Following research into young people’s sexual habits, which found 84 per cent of 16- to 25-year-olds said they felt more comfortable talking about sex by using emojis, Premier created the #CondomEmoji campaign. It called upon the Unicode Consortium to approve the world’s first safe-sex emoji. The goal was to have it as a standard across smartphones worldwide, marking a step towards normalising discussion of safe sex among young people.
While the Unicode Consortium rejected Durex’s bid in August, the campaign generated support across 140 countries, resulted in international broadcast coverage and sparked debate on the issue of safe sex – placing Durex at the heart of the conversation. The consumer sentiment to #CondomEmoji was overwhelmingly positive; Durex said it drew some 750,000 endorsements, while charities and NGOs have been vocal in their support of the initiative too. Premier delivered a fun campaign which achieved the brand’s aims of communicating the importance of safe sex and instigating global conversation around the topic.
An important issue given great creative treatment, because the strategy and tone were spot on
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