The Brief: Durex was on a mission to champion safe sex through a culturally resonant, social-first campaign that made members of the LGBTQIA+ community feel heard in an authentic way.

The Challenge: How do you talk to Gen Z and the LGBTQIA+ community about sexual health when most social media platforms would censor your content, and without sounding too formal?

Creative Concept: We moved away from polished brand messaging and partnered with prominent LGBTQIA+ advocate and rockstar,Yungblud, to lead raw and unfiltered conversations around sexual wellbeing. Across TikTok, Meta, and YouTube, these videos were repurposed across multiple formats to create bite-sized educational videos that entertained and, most importantly, fostered an authentic relationship between Durex and queer communities.

To further build a sense of community across our platforms, we went on to partner with gay rights charity, Stonewall UK, sharing multiple stories across social with talent lead content that shared personal stories of owning their sexual orientation, finding their place in the world, and the importance of inclusive sex education.

The Result: The campaign drove 100K+ direct engagements across social, successfully bypassing platform restrictions to establish Durex's presence as a culturally relevant leader in sexual wellbeing. Growth across Durex’s own pages grew significantly, with the brand being praised for it’s authentic and emotive storytelling content and messaging.

My Role:

• Creative Strategy: Identified Yungblud as the key cultural talent to reach Gen Z and the LGBTQIA+ community authentically. From here, I worked with Durex to implement a human-first approach to our content, placing real conversations and real queer talent at the heart of this campaign (and future content)

• Creative Ideation: Co-developed the "raw and unfiltered" content pillars, moving the creative direction away from high-gloss studio shoots toward lo-fi, high-impact social assets that felt native to social.

• Copywriting: From the pitch deck through to talent scripts, I was the lead copywriter across all of this campaign, providing everything from paid and organic social copy, in-asset copy, blog posts for Durex’s ‘Sex Hub’ website, and more.