Chatting to first-timers

Durex

Digital Campaign

When you’re approaching the first time, there are a fair few questions, some fears, and a whole lot of uncertainty. With fresh insights working with Youth Sight Research, we set out to understand and relieve the anxieties surrounding first-time sex and tackle them with inclusive, relatable content.

The campaign idea, Find Your Way, ran through content creation, strategy and workshops involving real people; we sent them on fact-finding missions to gather the answers they had been seeking from people like them. We collaborated with our audience's age-mates, who have been there done that kind of vibe.

I was heavily involved from the 2nd year of the campaign, writing concepts and even shooting social content. This project wasn’t just about providing information. It was about creating a safe, inclusive space where people could share, learn, and connect. I worked on the language to speak in a way that helped ease anxieties, build confidence, and empower young people to find their way without shame or fear. That primarily involved making things clear, not fluffing up terms and intertwining things like vulva and vagina or speaking only to heterosexual white men. This campaign was written to speak to everyone.