D&AD Newblood Brief: There is a lot of misunderstanding and stigma about disabled sex, with a misconception that people with disabilities cannot have sex. Create a campaign for Durex to empower people with disabilities and challenge these misconceptions.
Research: People with disabilities often develop erogneous zones in other places, and they can feel intense sensitivity in these areas. This means they are able to experience sensations and pleasure in a way many people could never imagine.
Concept: Help people with disabilities discover their erogneous zones and encourage them to explore what works for them, while highlighting the fact that they can in fact experience pleasure.
To kick off our campaign, Durex will launch an edible, lube paint product, which can safely be used to mark erogenous areas of the body for a playful exploration of pleasure. Durex are known for their products, and this will be open to use by any of their customers but will acknowledge people with disabilities in a way that makes them feel seen and valued.
We want to provide a platform for people with disabilities to share their experiences, and will use social media to share these stories and start important discussions using #hiddenpleasures
The research portion of this project allowed us to speak with people who do have disabilities about their real experiences and how their disability changes things in the bedroom. This is what we based our ideas off of and is where the stories we have used came from.
We will also direct people to the Hidden Pleasures webpage on the Durex website, where they can learn more about exploring the senses, erogenous zones and advice about getting comfortable with themselves and their partner.
Experience the Hidden Pleasures website: https://share.proto.io/NGE3IR/?fbclid=IwAR1AYLWmz8Jk3WV3VdpyKGItUIwWE7TdeAowFhPm5DbnUT_OzXOIPsncQb4
A pop-up exhibition will move around the UK to bring a physical and experiential dimension to the campaign. Open to adults of all ages, this will include interactive tasks that use the senses in different ways e.g. blindfolded taste test, aromatherapy, ASMR audio, to open up peoples' perspectives and broaden their mindset about sensory stimulation.