INTERACTIVE DESIGN
D&AD New Blood Awards Brief
Develop an innovative service, product or campaign that solves your chosen barrier to sexual freedom.
Your response must consider how breaking down barriers will give your audience more confidence to find their true sexual self, free from the current pressures they might experience.
What you make is completely up to you, as long as it feels authentic to the Durex brand.
How can Durex support audiences who are having difficulty experiencing or enjoying penetrative sex?
Sex isn’t supposed to hurt. Yet 1 in 10 people with a vulva in the UK experience vaginismus, a condition where the vaginal muscles involuntarily tighten during insertion, causing extreme discomfort during sex. However, contrary to popular belief, there are numerous ways to feel sexual pleasure without penetration.
Introducing Durex Pleasure Mapping, an interactive journey into self-discovery for individuals who have difficulty experiencing or enjoying penetrative sex. The map encourages users to discover pleasure zones around their body, opening up sexual pleasure to all genders, abilities, and sexualities, outside the bounds of penetrative sex.
You can use the pleasure-o-meter, located on the map, for reference.