Almost half of young people in France don’t use a condom when having sex for the first time.

That’s why sexual diseases have increased by 30%.

Why don’t they care? Inadequate education for teens that’s too medical, critical, and not realistic with online porn. A million miles away from real sex and real life.

How can Durex, a brand leader, give a new generation the education they need to enjoy safe and fulfilling sex?

Provide the 15-21 yo the education they need to enjoy safe and fulfilling sex.

Sex for real, the first sex education program that invites young people to open up about their first times in order to break taboos and answer to everyone’s pending questions...

Co-created with the influencer Romy, the campaign is presented as a filmed social experiment with different episodes, where participants are invited to answer raw questions about their sexuality. ?

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Made of 4 episodes, the program provides answers ?to questions young people have about sex and its practices by collecting authentic, uninhibited testimonials. Influencer Romy brings her own perspective, in an educational, playful and of course, inclusive way.?

Durex aims to lead the sexual revolution that is already underway by helping everyone develop a sexuality that is both fulfilling and safe. The target most in need: young people beginning their sexuality 15-21yo. This is a crucial time when opinions and experiences are formed and can have an impact on their future lives. It’s important to give them the keys to a benevolent sexuality, listening to their bodies and their desires.

The best way to do this is to find a spokesperson who is accessible with a straightforward tone of voice to answer all their questions, just like a big sister with the experience of age while remaining super friendly.

Real questions, real concerns, real testimonies and sharing of experiences, real advice for a real help brought to our target with the power of visibility on relevant social platforms (Youtube, Instagram, TikTok) of a brand leader in its market.

To be as close as possible to the uses of young people by seeking interaction, conversation, and engaging a relationship with young people on Instagram and TikTok, and broadcasting on Youtube.

Timeline :

- July 2021 / Quizz : influencers asked their communities to send them any questions they have around sexuality and first times.

- August 2021 / Recrutement : influencers also put out a call to recruit participants for the shoot

- August 2021 / Shooting : influenceurs published stories on instagram during the shoot to tease the result to their community, showing the backstage, the team, other influencers...

- From 6 of october to 17 of november : reveal of the four episodes.

961,993 viewers on Youtube.

6,8M people reached on Instagram & Tik Tok

21 M media impressions

+20K questions asked by Romy's community

45K Youtube video relays

+10% of traffic on durex website during the campaign