Respect
when I say No
Alarming
Statistic
During the Carnival season in Brazil, a concerning statistic emerges: reports of abuse against women surge by up to 80%. Seeking to reshape this narrative and champion respect for women, Durex initiated a campaign aimed at raising awareness and preventing instances of harassment during Carnival.
Durex's campaign against the alarming 80% surge in abuse reports during Brazil's Carnival took to the streets and airports. Out-of-home activations strategically placed in 'Bloquinhos' and airports aimed to confront the issue at its core, redefining the narrative and promoting respect for women during the festive season.
Condoms carrying the campaign's message were distributed absolutely free.
Beyond traditional condom distribution, Durex introduced temporary tattoos with empowering messages. The campaign gained significant traction on social media as individuals proudly shared their support. This innovative approach seamlessly blended physical and digital realms, amplifying the campaign's impact beyond the streets and resonating globally.