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Durex

Fruitful Conversation

Schools: Miami Ad School Europe Miami Ad School Mexico

Description

Observation:

In Mexico, teens use fruit emojis in sexting. Amid challenges like cultural resistance and limited resources affecting sex education, the country struggles with high rates of teenage pregnancy and STIs. Durex aims to tackle these barriers, enhancing sexual education and access to free contraceptives.

Idea:

Introducing 'Fruitful Conversation' our initiative to make sexual education accessible and engaging! We're parking fruit trucks at youth hangouts, and handing out free fruits. Each piece has a sticker offering tips on health, consent, and positivity, turning fruit emojis into sex conversation starters and learning aids.

This student campaign titled 'Fruitful Conversation' was published in Germany in April, 2024. It was created for the brand: Durex, by ad schools: Miami Ad School Europe and Miami Ad School Mexico. This 360° medium campaign is related to the Health industry and contains 6 media assets. It was submitted 2 months ago by Mehdi A. Bouktache of Miami Ad School EU .

Credits

School: Miami ad School EU.
Copywriter: Abderrahmane Mehdi Bouktache.
Art Directors: Abderrahmane Mehdi Bouktache & Matias Contreras.

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