Durex kicks off global campaign to create official #condomemoji

Research by Durex reveals emojis play a vital role in conversation around sex with 80% of 18-25 year olds finding it easier to express themselves using emojis

BestMediaInfo Bureau | Delhi | November 25, 2015

Global leading sexual wellbeing brand, Durex, has launched an international campaign calling for the creation of the world's first official safe sex emoji, ahead of World AIDS Day on December 1, 2015.

Research conducted by Durex reveals emojis play a vital role in young people's conversation around sex with 80% of 18-25 year olds finding it easier to express themselves using emojis and over half of respondents regularly using emojis when discussing sex. 84% of 18-25 year olds said they felt more comfortable talking about sex using emojis. More worrying is the rise in apathy towards engaging in safer sexual practices with over a third claiming not to care about safe sex. Further research showed nearly half think that HIV will never affect them or their friends. In light of these findings, Durex has launched a worldwide campaign to call for an official safe sex emoji to be created by the company behind emojis (Unicode).

The brand has been trying hard to get the official emoji and has come up with interesting and creative collaterals where the emoji can be used.

Such an emoji will enable young people to overcome embarrassment around the discussion of safe sex, encourage conversation and raise awareness of the importance of using condoms in protecting against sexually transmitted infections (STIs), including HIV and AIDS.  Durex is calling for people to use and share the hashtag #CondomEmoji in support of safe sex. Durex hopes 1 million users will let their voices be heard in November so the support can be captured as part of the official submission to Unicode on World AIDS Day, December 1, 2015.

“Many young people have gained their sexual knowledge through their own sexual activity and searching the internet.While participants generally felt able to discuss safe sex within their romantic relationships, there was more uncertainty with new or potential partners. 80% welcomed the idea of the emoji to make the discussion of safe sex easier and more fun,” said Dr. Mark McCormack, Senior Lecturer in Sociology and Co-Director, Centre for Sex, Gender and Sexualities at Durham University.

Volker Sydow, Global Director Durex, said, “Durex believes in happier, healthier sex lives and World AIDS Day is a hugely significant reminder about the importance of safe sex. Looking at how influential messaging is in the development of relationships today, an official safe sex emoji is a simple and empowering step towards better protection and sexual wellbeing.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com