To mark World AIDS Day 2017, Durex has launched a new international campaign urging young people to stand up to the negative perceptions and social pressures that could be undermining condom usage amongst 18–24 year olds, challenging them to share photos of themselves carrying a condom using the hashtag #CondomHero.
A new international study revealed that more than half of (54%) 18–24 year olds have risked unprotected sex, and that more than quarter (28%) would be embarrassed to be caught carrying a condom by a date. The negative perception of safe sex amongst young people is further evidenced by the shocking fact that 16% claim they would actually be less likely to have sex with someone who was carrying protection.
For young men in particular, peer pressure, pornography, social media and the lack of safe sex in TV and movies are likely to be key factors influencing attitudes and behaviour towards condom use. 15% admitted that if they discovered a friend was carrying a condom they would make fun of them, and 22% consider carrying a condom all the time “un-cool”. An alarming 35% of men claimed that they would rather risk getting an STI than potentially miss out on sex if a partner didn’t want them to use protection.
Newly released data from the 2017 Durex Global Sex Survey also revealed the scale of ambivalence towards safe sex amongst 18-24 year olds, with 16% admitting they have never considered protecting against STIs when having sex. The Global Sex Survey also reveals a worrying 7% decrease in condom use amongst 18-24 year olds between 2011 and 2017, further highlighting this concerning fashion for unprotected sex.
In response to these alarming trends, Durex today launches #CondomHero, a campaign challenging young people to stand-up against the negative views towards safe sex and carry a condom this World AIDS Day. The campaign launches with the premiere of a new film created in partnership with popular media channel Unilad, highlighting the negative perception of condoms amongst young people and seeking to encourage more people to carry protection. As a truly global issue Durex has committed to help even more young people around the world access safe sex through donating 1 million condoms to UNAIDS projects.
Roberto Pescatori, Durex Brand Director, commented: “Durex is on a mission to help everyone have safe and pleasurable sex. This World AIDS Day with our #CondomHero campaign we are empowering young people to challenge negative preconceptions about safe sex and be proud to be protected.”
Join the conversation and show your support for safe sex by using the hashtag #CondomHero
There’s a very important reason why they’re doing this…🙌🙌
Posted by UNILAD on Freitag, 1. Dezember 2017
To view the campaign film, created in partnership with Unilad click here – https://www.facebook.com/uniladmag/videos/3830654640290900/