Everyone should have the right to express their sexuality their way, to have the freedom to explore and enjoy their sex life and be their true sexual selves. As the world’s No. 1 sexual health and wellbeing brand, Durex has a responsibility and right to engage with and support the LGBTQ+ community. But first we’ve got some listening to do. That’s why we launched the UK’s largest LGBTQ+ sex survey from Durex in partnership with some important allies.

We chose specific partners who allowed us to start an authentic connection with the community, in places that already belonged to them. Her & Grindr allowed us to speak to the audience in an environment where their sexuality was part of the experience, and where they may have been more open to sharing their sexual experiences through our survey, creating a safe space within the community for people to share their experiences.

Durex openly admits to having had minimal meaningful engagement with the LGBTQ+ community for over 90 years, and felt it needed to genuinely understand the challenges facing the community. But with little involvement in the past, Durex are taking the time to listen and find out how they can be an advocate for the LGBTQ+ community.

To understand the LGBTQ+ sexual experience, the brand needed to hear from the community, in a way that allowed them to be true to their own sexual beings. The obvious starting point was to ask the community about its sexual confidence, education, health etc. It therefore launched its largest ever sex survey aimed solely at the UK’s LGBTQ+ community, in partnership with leading LGBTQ+ friendly brands.

Durex recognised that sexual confidence comes from being our true, authentic selves, but for the LGBTQ+ community, this can be harder to achieve. The #MySexMyWay survey and associated campaign delivered responses from the community themselves help the brand understand how it can become the best ally possible.

Partnering with brands who already operated in the LGBTQ+ space, allowed us to speak to the audience in an environment where their sexuality was part of the experience, and where they may have been more open to sharing their sexual experiences through our survey, creating a safe space within the community for people to share their experiences.

Recognising the lack of inclusive sex education available to young people, Durex has also partnered with The Proud Trust to help roll out its inclusive sexual health toolkit, training professionals to empower all young people to explore and express their identity and sexuality, their way.

The survey was launched via a campaign that celebrated LGBTQ+ individuals who had overcome personal and societal hurdles to live their sex life their way. It centered on a series of statements and stories evoking the attitude of people who live (and love) true to themselves, who embrace their identity and sexuality proudly and unapologetically.

The social and digital campaign predominantly appeared in LGBTQ+ spaces, including in partnership with dating apps HER and Grindr, comprising bespoke, co-created articles on the subject of queer sex, a live ‘re-sex education’ event on HER with queer sex therapist Casey Tanner, the involvement of influencers, and a promotional tie-up with PinkNews.

To coincide with the launch of the survey, Durex has committed to ensuring all its brand imagery is truly representative, with a new series of photography commissioned via Kintzing to incorporate more inclusive imagery featuring a diverse range of people within the community

Over 2+ million paid and earned impressions with average editorial dwell time of 2.4 minutes, 240% higher than average.