Durex: Lets Not Go Back To Normal

As countries around the world outline plans to ease lockdown restrictions and people begin to look toward some semblance of normality, Durex has encouraged people not to go back to normal – because normal wasn’t good enough.

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As countries around the world outline planned to ease lockdown restrictions and people began to look toward some semblance of normality, together with Durex we encouraged people not to go back to normal – because normal wasn’t good enough.

Pointing to ‘norms’ such as shaming women who carry condoms, men not wearing them because they don’t like the ‘feel’ and one million preventable STIs every single day, the world’s leading sexual wellbeing brand argues that the current crisis represents a unique chance to reset what is ‘normal’ – and that nobody should want to return to a normal where we weren’t protecting ourselves and each other anyway.

This latest execution of Durex’s new positioning, ‘Challenge the Norms’ centres around an empowering manifesto, delivered across owned channels and social, plus further executions over the coming weeks. It reads: 

Let's not go back to normal.
For too long, normal just wasn't good enough.
Normal was making rubbish excuses for not wearing a condom.
Normal was shaming women for even carrying one.
Normal was one million needless STIs every. single. day.
So, this is a call to arms, legs, bums and private parts.

Let's not go back to normal.
The world has never been
so ready for change.
So, let's all change it for the better.
For each other.
Sure, it's been pretty weird lately.
But, weirdly, that's what makes 2020 so important.
So when it's time to get back out on the streets.
And jump back in the sheets.

Let's not go back to normal.
Let's have good sex.
Safe sex.
For everyone, forever.

Havas London

Havas London is Havas UK's flagship creative agency. Our mission is to make a meaningful difference to the brands, the businesses and the lives of the people we work with. We are committed to building a diverse culture where everybody feels they belong, can be themselves, thrive and grow.

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