Durex - First Meeting and Initial Ideas

Within the first meeting, Ally and I analysed the brief to be able to get an understanding of the requirements that we needed to consider.

Key challenge points:

• The highest rate of STI's is between 16-25-year-olds.
• Must shock and excite the audience, but in a way that isn't focused around innuendo.
• Make carrying a condom the normal
• 'Holding you back from having the sex you deserve'

Who are we talking to?

• 16-24-year-olds
• Carrying a condom needs to become normal, not just the idea of using one.
• What are the norms for this group of people, tap into what they already know to be able to make something 'taboo' the normal? 
• Steer clear from innuendo, but it still needs to be shocking and exciting to the audience, of this generation the way to do so is normally through the use of innuendo. 

Possible solutions:

• Printed advertisements to be placed in areas where the target audience spend most of their time.
• Short animations that could be related to tv or social media ads; they would need to be short snippets. 
• Adverts within dating/hookup apps.

Chosen Solution: Animation for the type of message we felt would work best as it is the most transitional form of media which means we would be able to put it out to the audience in many different formats and be able to reach the target audience through social media and other formats.

Content Brainstorms:

• Different situations and scenes that you would traditionally need to use a condom in, or would need to use a condom for. i.e. Club scene, Tinder date etc. any situations that a person within that target audience would find themselves in. 
• Stories from people who use Durex, or didn't have a condom on them when they wish they did. 
• Possibly bring into the story the idea of the use of dating apps and 'hookup apps' such as 'Pure' and 'Grindr'. 

Pure Hookup App:

Pure is an app aimed towards 18-30-year-olds that are based around getting hookups with other people nearby, the app is based purely around sex can give us a lot of insight into what the industry related to sex for that age group could want. In terms of design style and also the following of their social media content, by reviewing their social media content we were able to see the kind of content that the target audience finds engaging. As the concept is based on sex, with Durex this is an area that we wanted to focus in on. Also by researching into digital developments and the way that the activity of such is affecting our sex lives, is a direct reflection on what is becoming the norm for the target audience, and therefore should translate into our campaign. Not giving the audience a chance to disregard the concept but build on it in a way that is already familiar to them, and therefore increase the way it engages with the target audience. 

Pure App Social Media:

Part of their social media is getting their members to tell their stories of their experience with the app this allows for other members to feel more relaxed about the use of the app for its purpose, which some people may find a sensitive situation; meaning more openness towards the use of the app and making sex, not such a 'taboo' subject. This is something that relates again to the Durex's values within the brand - to be open and free of judgment in people's sexual activity. Something which again tells us to be looking at these type of applications for inspiration into what the audience finds engaging when it comes to talking about sex. 

The stories are displayed in different animated cartoonist styles, depending on the content of the story. As well as this making the content more of a conversational style, in a visual manner, by instantly making the content seem more relaxed; it also allows for a higher ability to relate to the stories themselves. The cartoons aren't depictive of any individual features themselves, and the locations are depicted with loose silhouette style objects, to the point where the people themselves do not depict colour and in some cases a blurred definition of gender; allows a lot of people to be able to see the pieces and relate it to a sexual experience of their own, further freeing up their mind when it comes to the act of sex and relaxing the taboo of it. 

Each of the stories themselves also depicts a variation of types of person, all sizes, shapes, genders and sexualities. Once again this is a technique that could be translated into many peoples lives and makes the conversation around sex as a whole much more open and relatable. This again links back to the core values of Durex. 

Story 1:

Story 2:

Story 3:

Ideation about our campaign:

Within our campaign, we want to be focusing on stories from real people about the stories they have regarding times they were caught short with no condom, or times where it was perfect to have one on them in an unexpected moment. For example in unusual places, or unusual circumstances. We are coming up with ideas of how to collect this information, currently considering an anonymous survey within university and societies around, as this is the target audience. 

In order to think of some of these stories, to begin with, we considered the places that 16-24-year-olds spend most of their time:

1. travelling
2. hostel
3. library 
4. university
5. club
6. home
7. cinema
8. gym

From this, we began considering and exploring the situations that could arise within these places, for example, plane toilet 'mile high club', or university library 'late-night study', a gay club - but possibly a straight couple. 

It is important to both of us that whatever we produce is open to all types of people including gay straight bi and trans, as all of which should are relevant to the use of condoms, and should be included in carrying a condom being made the norm. This is something that can be seen in other companies promotions. 

Moving forward:

• Look into design styles
• Colour palettes, for the age group
• Type
• Keep away from statistics
• Look up stories
• Initial Sketches

We have scheduled in to meet up next Wednesday and discuss our development so far, we each left the session with a plan of the research that needed doing during that period.