Durex becomes official partner for Mardi Gras and unveils ‘Love Same Sex’ campaign via Momentum
Leading condom and lubricant brand Durex has been announced as an official partner of this year’s Sydney Gay and Lesbian Mardi Gras.
To tie in with the partnership, Durex via Momentum, Klick and Frank PR, has launched a new campaign aptly named: ‘Love Same Sex’. With this message at the heart of its campaign (an appropriate change to its existing ‘Love Sex’ tag line), the campaign is a positive take on marriage equality; aiming to highlight and celebrate the years of love and commitment of long-term same-sex relationships in Australia.
Over the course of the 2014 ‘Love Same Sex’ campaign, Durex is encouraging Australians in same-sex relationships to shout about the number of years that they have been in a loving relationship by taking to the Durex Australia Facebook page to pledge their years of commitment.
To encourage positive conversations, participants will also be able to share their years of commitment via their own digital channels. By taking part, there is also the chance win a place on the inaugural Durex float at the parade on 1st March.
Throughout February and March, the campaign will feature prominently on Durex’s social media channels and will be promoted via popular GLBTI sites and publications, with social hooks aimed at stimulating the conversation and creating awareness.
On Sunday 9th February 2014 Sydney played host to Mardi Gras Fair Day, which was a great success with over 3,500 pledged years of commitment so far at the Durex Photo Booth.
There is also another opportunity for couples to pledge their years of commitment on 22nd February 2014 at the Mardi Gras Harbour Party. A Durex hub, complete with brand ambassadors will offer Durex Love Same Sex singlets, as well as a photo booth. At the booth couples can take and share their photo for a chance to win a spot, or have their image to be displayed on the Durex Mardi Gras float.
The event will also provide an additional opportunity for participants to add their years of commitment to the counter. Couples can add their years of commitment to the counter on Durex’s Facebook page any time between now and the end of the Mardi Gras parade.
On Saturday 1st March 2014, Australia will welcome the world-famous Mardi Gras festival, which will be broadcast around the world. For the first time ever Durex will have an iconic floatto bring the “Years of Commitment” counter to life to show the world how much it counts. Plus hundreds of couples’ photos will be featured on the Durex float and a further 25 couples will win a spot to march in the parade.
Client: Durex (Reckitt-Benckiser)
Digital: Momentum
Social Media: Klick
PR: Frank PR
Pictured: Tony Abbott’s sister, Christine Forster and her partner Virginia Edwards depicting the 7 years they’ve been together at Fair Day last Sunday 9th February 2014
6 Comments
Do lady relationships use condoms too? nice.
I’m guessing they use lube though
Surely Durex would sell more rubbers to gay men by celebrating promiscuity rather than long-term relationships? Or do gay couples keep at it more than hetero couples, once they’ve settled down?
Toys sometimes require condoms – especially if you’re sharing. This is not the forum to go into much more detail though.
Sharing? But this is about committed relationships… I’m confused (and possibly curious)
You’re all funny.
(sharing a toy grossed me out though)