| Philosophy | VaynerMedia London has launched #FitMatters, its first campaign for global sexual wellbeing brand, Durex. Durex's research found that 46% of consumers are not confident about buying the right condom. This often leads to purchases that don’t fit properly, which contribute to the belief that wearing a condom reduces pleasure. In making #FitMatters, Durex is pushing to shift that behaviour, while ensuring the message is inclusive and speaks to diverse communities that are exploring sex and sexuality their way. The campaign features a wide range of influencers from sex positivity bloggers and podcast hosts, to comedians, couples making relationship content, health expert Dr. Emeka Okorocha and professional England rugby player and CALM ambassador, Joe Marler. In their own personal styles, each partner is letting people know that different condom fits exist and that the right fit can make sex with a condom a lot more pleasurable. Influencer content has launched on Instagram, TikTok and YouTube, and VaynerMedia London has also created work in (D)OOH and BVOD formats that launches today. The full list of campaign partners are: @max_balegde (TT) @joemarler17 (TT, IG) @venuslibido (IG) @doctor.emeka (TT) @mollyandjordy (TT) @masonblakee (TT) @nickandant (TT) @shxtsngigs (TT) @reedamberx (IG) @florencebark (IG) |