Durex: My first sex teacher

Durex, a condom brand, launched a campaign in Turkey to convince young people that pornographic performances weren't real and to prioritize safe sex.

Campaign details

Category: Insight That ExcitesAward: BronzeBrand: DurexAgency: Havas TurkeyMedia Channels: Digital Media, Social Media

Where were we?

Research showed us that at least 31% of young people in Turkey considered pornographic content as educational material. Young people who were exposed to false information didn't know why and how they should use condoms for a healthy sex life. Condoms were seen as a factor that negatively affected the pleasure and enjoyment experienced during sex.

Why were we there?

According to the research conducted by Durex on a global scale, 27% of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands