Condom and lubricant brand Durex has launched a new campaign to tie in with its partnership with this year’s Sydney Mardi Gras.
The ‘Love Same Sex’ social media campaign aims to highlight and celebrate the years of love and commitment of long-term same-sex relationships in Australia and is a play on the brand’s usual tagline of ‘Love Sex’.
Durex is encouraging Australians in same-sex relationships to celebrate the number of years they have been in a relationship by visiting the Durex Australia Facebook page to pledge their years of commitment. Those who take part also have the chance to win a place on the inaugural Durex float at the Mardi Gras parade on March 1.
A time counter on the Facebook page tallies the total years all participating couples have been together
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Forster and Edwards
The Durex Photo Booth at Mardi Gras Fair Day saw over 3,500 couples pledge there years of commitment, including Prime Minister Tony Abbott’s sister Christine Forster and her partner Virginia Edwards who celebrated seven years together.
The campaign will feature on Durex social media channels and will be promoted via GLBTI sites and publications.
Credits:
- Client: Durex (Reckitt-Benckiser)
- Digital: Momentum
- Social Media: Klick
- PR: Frank PR
- Pink Media Group