GENTS THAT GET IT
Help Durex break down barriers to sexual freedom.
Client: Durex - Design Bridge & Partners - D&AD New Blood Awards
Creative Proposition
BACKGROUND
Sex is supposed to feel good. Yet 3 out of 4 women experience painful sex at some point in their lives. Painful sex for women is normalised in our society and women struggle to speak up about it when their pain isn’t being taken seriously.
HAVE PAINFUL CONVERSATIONS, NOT PAINFUL SEX.
INSIGHT
Women are tired of being misunderstood when it comes to painful sex.
Men don’t understand the pain that women experience during sex.
Route
SOLUTION
‘Gents that get’ it by Durex, change the norm by encouraging men to start the conversation around painful sex. In order for society to start taking women's pain seriously, we make it his problem too.
GENTS THAT GET IT.
‘Gents that get it’ - podcast
'Gents that get it' is a podcast for men spoken by 'Gents that get it. It's a platform where we give men a reason to care and understand why they should start the conversation around painful sex with their partner. When you purschase a pack of Durex condoms, there will be a corresponding condom to each episode of the podcast. This makes it possible for the listeners to bring their knowledge from the podcast, to the bedroom.
The card game
"Painfully Honest" is an interactive card game for couples. It serves as a tool for men to start the conversation. The game includes questions for him and for her.
Opening up a deeper conversation about her pain during sex, from both perspectives. Helping couples become painfully honest with eachother for a less painful sexlife.
