Campaign details
Brand: DurexAgency: Dentsu Vietnam
Strategy
According to the United Nations Population Fund (UNFPA), one-third of young Vietnamese yet to have access to sex education and birth control methods. While the health experts are warning against increasing unprotected sex, a large number of parents and youngsters find it embarrassing to talk about this issue openly.
Sex being a sensitive and private issue in Vietnam, the challenge was to normalize the sex conversation, propagate the protection message thereby making Durex a brand of choice.
Target Audience
Sexually active young adults (18-24) and mature adults (25-35) who are...