Durex: A Luci Accese
Durex Italy dedicates the month of September to prevention. In the first half of 2022, the brand collected a series of data through anonymous surveys on the sexual habits of Gen Z and Millennials regarding safety, prevention, and sexual education. The data, which were profoundly concerning, were reworked by me into a concept suitable for Instagram. Primarily targeting Gen Z, we sought a tone of voice and visual impact that aligned with their way of being. This gave rise to the project “In the Spotlight,” designed to inform without being preachy
Brief: a comprehensive project that tells in a straightforward manner the data collected on the sexual habits of the younger generation, especially concerning the prevention of sexually transmitted diseases.
Purpose: raise awareness among Gen Z and Millennials of the '90s about the use of condoms, the only barrier tool against STIs. Additionally, the brand wanted to provide tools to understand which sources are reliable when it comes to these topics.
Target: Gen Z and Millennials.
ADV: no, it was an organic campaign.
•Strategy: Elisa Malizia •Copywriting: Elisa Malizia •Concept: Elisa Malizia •Visual: courtesy of the respective agency