So we entered into the private lives of youngsters with Facebook acting as the ideal ecosystem.

We created Durex Arabia’s “crown jewel,” a sexual health forum, the first multi-dimensional edutainment piece of digital content assembled in Arabic. Focused on the entire gamut of sexual health, techniques and family planning, a forum included a direct and anonymous connection with a sexual health clinic in Beirut (Marsa) alleviating fear of embarrassment or retaliation.

We also gamified the importance of wearing condoms by creating “Durex Man:” instead of being pursued by ghosts, Durex Man is chased by STIs; instead of turning powerful after eating corner pellets, the head of the user is sheathed with a protective condom.

On Durex Facebook page we generated daily nibbles of content so that each day, sexual health knowledge in Arabic could be easily digested any time of the day, or night.

- 360% increase in conversations

- More than 160,000 fans on Facebook page; 3x higher than expected

- 19,356 unique visitors to Durex Forum spending almost 5m per visit

- Posts achieved 20.9% of reach and engagement

- App displaying variety of Durex line user got an Average Time Per Product of 44sec

- Each game was played 1m57s; almost 2x better than planned

- 50 questions received each month in “Ask An Expert” service