The brief:
How can you help Durex be the challenger of sexual conventions that are holding people back from the sex they deserve?
Our concept:
21.condom is a social media campaign created by Durex. The campaign will galvanise young adults into carrying and using condoms regularly, helping them to form a valuable habit.
The key piece of research was that it takes 21 days to form a habit. We propose the 21 day condom carry challenge, whereby young adults commit to carry and use a Durex condom for 21 days.