Durex’s new ad isn’t just queer inclusive, it has an incredibly poignant message about sex in the age of coronavirus
A poignant new queer inclusive advert from Durex has an incredibly important message about sex in the age of coronavirus.
The advert was released as part of the company’s “Let’s Not Go Back to Normal” campaign, which argues that the coronavirus pandemic can help to usher in better and safer sex for everyone.
The powerful ad features both queer singletons and couples and encourages people to protect themselves and others from contracting STIs during sex.
Queer-inclusive Durex ad urges people to not go back to normal in the age of coronavirus.
“Let’s not go back to normal. For too long, normal just wasn’t good enough. Normal was making rubbish excuses for not wearing a condom,” a voice over on the advert says.
“Normal was shaming women for even carrying one. Normal was one million needless STIs every single day.
“So this is a call to arms, legs, bums and private parts. Let’s not go back to normal. The world has never been so ready for change, so let’s all change it for the better – for each other.
‘Normal’ is rooted in a lot of outdated conventions when it comes to sex and we know we can do better.
“Sure, it’s been pretty weird lately. But weirdly, that’s what makes 2020 really important, so when it’s time to get back on the streets and jump back in the sheets, let’s not go back to normal. Let’s have better, safer sex. For everyone. Forever.”
As part of the campaign, the sexual health company conducted a survey of young singletons in the UK to look at changes in attitudes towards safe sex during the pandemic.
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The survey found that 59 per cent of 18-35 year old singletons in the UK have changed their mindset when it comes to using condoms during sex.
Furthermore, 48 per cent said the COVID-19 pandemic had made them more aware of other viruses, including STIs.
Notably, 18 per cent said the pandemic had made them more likely to insist on using a condom during sex.
‘Normal’ is rooted in ‘outdated conventions’.
“Everyone is talking about going back to normal. But nobody is questioning whether we should,” said Ben Wilson, sexual wellbeing global category director at Durex.
“The truth is, ‘normal’ is rooted in a lot of outdated conventions when it comes to sex and we know we can do better. We’re taking it upon ourselves to challenge that normal, because nobody should want to go back to a world that wasn’t working for everyone.
“We see emergence from lockdown as a potentially vital turning point in the world’s fight against sexually transmitted infections,” he added.
Wilson said he hopes people will come out of lockdown thinking about ways they can protect themselves and others from contracting infections during sex.