DUREX DISCREET - SAFETY WITHOUT THE SIDE-EYE.

This OOH concept tackles a surprisingly real Gen Z barrier to safe sex: the awkward, judgment-soaked walk to the checkout line. Buying condoms should feel responsible, not embarrassing. “Durex Discreet” reframes the moment by normalizing privacy and removing the social pressure that can stop people from making the safe choice. By placing the message in high-visibility public spaces, the campaign flips the script. Instead of whispering about protection, it confidently champions it, turning a quiet anxiety into a shared, relatable experience.

OOH

Help tackle a sexual social stigma relatable to Gen Z’s consumers that allows them to have confidence in their sex lives.
For many sexually active young adults, the act of purchasing condoms alone can in-sue embarrassment or fear of judgement, but there should be no shame in being safe!
With discreetly designed packaging, Durex can make the act of purchasing condoms a more comfortable experience for everyone.