2012 Winners & Shortlists

Results and Effectiveness

Durex Arabia has reached approximately 100,000 fans since its launch in July 2011 and has the highest engagement level of any Durex social media presence with almost 20% of fans interacting with it on a daily basis. It is now a top two presence on Facebook due to the open community that has been built focusing on fun and safe sex facts. The sexual health forum app has 5,000 monthly users. Finally, more than 50 questions a month are shared between our fans and the Marsa sexual health experts helping people learn more about healthy and fun sex.

Creative Execution

Durex was going to go digital - and physical - the two places our audience hangs out. Digitally, we wanted to create the world's first Arabic language sexual forum that focused on fun & education. We would use Facebook as our main platform. We set targets to be one of the best Durex social media presences in the world as measured by likes and most importantly, fan engagement - we wanted them to feel comfortable to talk about sex. We would also build the first Arabic sexual health forum app that would cover important information on STI, techniques and contraception. Physically, we would partner with the WHO sponsored sex health clinic, Marsa, based in Beirut. For the first time, we would connect Arabic speaking people through an online confidential Q+A with sexual health medical experts. It may be embarrassing to ask - unless its 100% anonymous, confidential and safe.

Insights, Strategy and the Idea

Durex, the world's largest condom maker, wanted to enter the Lebanon market. Sex is a taboo subject in the Middle East due to various cultural and religious facts. More importantly, there does not exist any official or unofficial sexual health education of any kind in the region - and no, your buddies don't count. Equally important, there is no "go to" site in the Arabic language that acts as a sexual health resource covering STIs, techniques or birth control. Ignorance is bliss, except when it comes to sex, right? People have to protect themselves, plan for their families, and most importantly have fun sex.