There are more than 1 billion disabled people in the world. That’s roughly 15% of the world’s population, a huge number. And more than 50% of them do not have any form of a regular sex life. Disabled people have and enjoy sex, yet are often not seen as sexual beings, in some cases even being excluded from sexual education at a young age, which further marginalises this community and excludes them from having a fulfilling sex life.
The campaign will be launched with a copy ad. The headline aims to transmit that even disabled people can make things hard, hot and sexy. How do you get it? By removing the label, both visually and mentally. Online advertisements will be placed strategically in order to target Durex potential audience. When users click on the CTA “Learn More”, they will be directed to Durex website where they will be informed about sexuality and disability. Durex Instagram and Facebook pages will be posting a blue square in order to raise awareness on this matter, moreover, they will be changing their own profile picture into a blue one and they will be asking for other people to do the same, making the campaign viral. People will start to update their profile pictures and to post the blue square in order to be part of the campaign. Durex will modify their packaging for a limited period of time: they will literally remove the label from their products, adding instead the name of the campaign and its headline.