Condom Maker Durex Launches Campaign That Uses Gaming To Educate the Public on Foreplay
- Kyle Chua
- Apr 11, 2023
- 2 min read
Updated: Dec 19, 2023
You've probably never thought of gaming as anything more than a fun activity to pass the time. But for Durex, it can be an interactive way to develop the finger dexterity that'll make you great in bed.
The British condom and lubricant maker has teamed up with creative agency BLKJ Havas to launch the Durex ForePlay campaign, a new initiative that seeks to educate audiences in Asia Pacific on finger stimulation. The campaign consists of a series of gaming tutorials that connect to and are inspired by the finger movements of popular games. They leverage mainstream interest and engagement in these games to help gamers and non-gamers alike become adept at foreplay and finger stimulation.
"Pressure and movement play a crucial role in foreplay, regardless of gender or sexual orientation," said Dr Martha Tara Lee, relationship counsellor and clinical sexologist. "While there are various tools and techniques that couples can use to enhance their finger skills, Durex has introduced an innovative approach."
The tutorials have already been launched in the Philippines, with Indonesia planned for May and other markets in Asia Pacific in later months.
Durex, in its research, found that two-thirds of respondents (76%) would like their partners to be better at foreplay, including fingering. That's why it also hopes the campaign can facilitate open and constructive conversations around foreplay education, which isn't a frequently discussed topic in the region.
The campaign was launched as part of Durex's #ComeTogether platform, which is a broader movement that aims to close the pleasure gap in the region. The platform sheds light on issues concerning the pleasure gap and sexual education, among other topics often considered taboo in the region.
"In the APAC region, conversations around sexual pleasure and intimacy are still very much a cultural taboo, and one that is barely tabled," said Fiona Huang, BLKJ Havas General Manager. "To remain mindful of broader societal comfort levels and mainstream communications context, yet stay faithful in engaging audiences, we leveraged creativity to drive conversations in a tasteful yet relatable way."
Condom maker Durex has teamed up with creative agency BLKJ Havas to launch the Durex ForePlay campaign, a new initiative that seeks to educate audiences in Asia Pacific on finger stimulation.
The campaign consists of a series of gaming tutorials that connect to and are inspired by the finger movements of popular games to help gamers and non-gamers alike become adept at finger stimulation.
The tutorials have already been launched in the Philippines, with Indonesia planned for May and other markets in Asia Pacific in later months.
