TOM ROGERS_PORTFOLIO_NOVEMBER2021

Durex
Concept, Copy
The Brief
Durex want to show their support for pride with an integrated campaign.
The Solution
Instead of going down the rainbow washing route, we’re taking a stance that was against just using the rainbow to elevate brand status.
Durex has been an ally since the beginning.
Work involved
Concept boards to present to client. Design.
Durex Pride
We’re “over” the Rainbow
Durex are products designed to enhance your sexual experience and protect you against diseases and birth control. Durex aren’t
a brand that are jumping on the rainbow bandwagon, we have always been there with you since the beginning of your sexual
exploration and we will continue to do so. We are your number 1 supporter of your sexuality and we want to make it the best,
most comfortable and safe experience for you, not just for one month of the year but 365 days and beyond. You won’t see us
washing our products with the rainbow for profit and status, we vow to be do more behind the scenes for purpose.
Educational kits Still celebrate the Rainbow #1 Ally from the beginning
Let’s create kits/packs TO prepare people for sex 365
days of the year and educate people on the history and
importance of safe, enjoyable sex, regardless of
sexuality. Durex ambassadors will work with charity’s
and schools throughout the year. Tesco express is the
perfect station for people to get information / education
kits all year round. People might not be near big towns
with community’s they feel comfortable in.
We know the importance of the rainbow and what
it signifies, we aren’t dismissing it. We’re simply
saying actions speak louder than words, or colours
in this instance. Let’s celebrate what the rainbow
means and why it’s so important,
not virtue signalling for status.
We know from talking to people in the community
important Durex has been in their life’s,
literally saving their life’s. We aren’t just doing this
for one month nor have we been. Let’s donate and
work with foundations, nationwide and locally.
Let’s actively campaign and be a voice for people
who might be afraid to use their own.