Problem: Visually impaired individuals are often not seen as sexual beings. They are excluded from conversations about sex from a young age but the fact is, they enjoy sex as much as the next person, if not more. Why?
Insight: For several people, sexual experiences are heightened in the dark. Which is why we close our eyes or turn off the lights.
Idea: To liberate sexual experiences for everyone while fighting for diverse representation and empowerment in sex for visually impaired individuals, Durex will launch Touch Me. This risqué campaign would use Braille across tactile assets to further the idea that we don’t always need sight, but just the feeling we get from touch can make sex more pleasurable.
Execution: The campaign was conceptualized to excite all audiences but specifically to reach visually impaired individuals. Braille used strategically on condom packaging, grab poles and posters in public transport would reach the audience while piquing the interest of all audiences. The Durex Touch Me condom would be a dotted condom and the dots on the condom would spell “touch me” when put on correctly, making condoms safe for those who are visually impaired and giving extra pleasure to everyone.