Despite offering a full range of products aimed at promoting sexual wellbeing, most consumers associate Durex with condoms alone. To remedy this, we decided to take a more emotional position on sex and love. So we chose to talk to lovers and address one of the biggest problems in modern relationships; technology. Our movement called on couples to realise just how their obsession with technology was leaving them totally disconnected from each other. Using Earth Hour as our platform, we created a series of Facebook posts and a short film to inspire change. The hour of darkness was the ideal time to call on couples to escape the screen and have fun in the dark. We wanted people to ‘Turn Off To Turn On’, and by utilising platforms including Facebook, YouTube and Twitter (the very platforms we’re all so obsessed with), we knew our message would be seen – and spread.

We licensed the original track ‘I Can’t Help Myself’ by the Four Tops, then re-recorded our own version with up-and-coming singer. Although originally an upbeat love song, we wanted to juxtapose the romantic lyrics against what was being shown on screen; a whole series of couples being very unromantic. That’s why we chose to re-record a more emotional version of the song. Singer's voice worked perfectly – her tender rendition was moving and bittersweet. At the pivotal point, the uplift in the instrumental helped to give the film its positive resolve.

Following the launch of the film, it was clear that people loved the soundtrack and were desperate to know who the vocalist was. It was soon one of the hottest topics in the video’s YouTube and Facebook comments, and debates broke out as to what the song was called, who the artist was, and when the track was going to be released. It proved so popular that we decided to record the track in full and release it on YouTube, iTunes, Spotify and a range of other popular music channels. The artist even launched a live recording on her own YouTube channel.

The campaign was launched in 23 different languages, across 56 countries. In just two weeks the film we’d posted on Facebook, YouTube and Twitter had a combined total of 63 million views. It was clear from the 270 million engagements with the film and our social posts on Facebook and Twitter, that it was a pertinent choice of subject matter. The campaign caught the attention of the industry and global media and reached 470 million PR impressions – including TV, radio and press. All in all, there were over 1.7 billion total impressions from all over the world.