Durex has always taken a topical, slightly edgy approach when it comes to getting people to use condoms. Small wonder then that it’s latest campaign is aimed at getting an official condom emoji developed.
According to Durex, 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 (and provide it with massive brand awareness at the same time).
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In its quest to get the emoji developed, Durex is calling for people to use and share the hashtag #CondomEmoji in support of safe sex. The comdom maker hopes 1 million users will let their voices be heard over November so the support can be captured as part of the official submission to Unicode on World AIDS Day, 1 December 2015.
“Many young people have gained their sexual knowledge through their own sexual activity and searching the internet,” explains Dr. Mark McCormack, Senior Lecturer in Sociology and Co-Director, Centre for Sex, Gender and Sexualities at Durham University. “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.”
The campaign is at least in part inspired by McKormack’s research, which shows that 80% of 16-25 year olds finding it easier to express themselves using emojis and over half of respondents regularly using emojis when discussing sex and that 84% of 16-25 year olds said they feel more comfortable talking about sex using emojis.
