Insight: Even though we live in modern age of communication awareness of STD transmission is extremely low, with rates in the United Kingdom reaching 59% between the ages of 18-25.
Problem: There’s a wealth of sexual health knowledge online but people in this age bracket still choose to ignore important information around STD transmission. We need find a way of bypassing this apathy and talk to this age group in a channel or media they are willing to engage in.
Idea: Durex will educate young adults on the importance of using protection by creating a fun tower defence game where players protect their “erections” from invading STI hordes with in-game Durex products. All in hopes that players will be more careful in protecting their real-life “towers” and practise safe sex with Durex products.