PARSIPPANY, N.J.--(BUSINESS WIRE)--Today – in the weeks ahead of World AIDS Day 2015 – Durex®, a leading global sexual well-being brand has launched a worldwide campaign calling for the creation of the world’s first official safe sex condom emojis.† Emojis are a crucial part of how young couples connect and research suggests that the creation of official safe sex emojis are vital to inserting messages around protection into their sexual conversations.
Global research commissioned by the Durex* brand further reveals that emojis play a vital role in young people’s conversations around sex. This research also unearthed some concerning data around the rise in apathy towards engaging in safer sexual practices:
- 80% of 18-25 year olds find it easier to express themselves using emojis and more than half of respondents regularly using emojis when discussing sex
- 84% of 18-25 year olds said they feel more comfortable talking about sex using emojis
- More than one-third of 18-25 year olds claim not to care about safe sex and nearly half think that HIV will never affect them or their friends**
“In light of this research, the Durex brand is asking 1 million people to use and share the hashtag #CondomEmoji to represent their support of the creation of the world’s first official safe sex emojis by the Unicode Consortium,” says Karen Chisholm, Marketing Director, Durex USA. “Emojis of this sort will enable young people to overcome embarrassment around the discussion of safe sex, encourage conversation and raise awareness of the importance of using condoms in protecting against sexually transmitted infections (STIs), including HIV and AIDS.”
The social support captured by the Durex brand will be included in the official safe sex emoji submission to the Unicode Consortium on World AIDS Day (December 1, 2015).
“Many young people have gained their sexual knowledge through their own sexual activity and searching the internet,” explains Dr. Mark McCormack, Senior Lecturer in Sociology and Co-Director, Centre for Sex, Gender and Sexualities at Durham University, UK. “While participants generally felt able to discuss safe sex within their romantic relationships, there was more uncertainty with new or potential partners. Eighty percent welcomed the idea of the emoji to make the discussion of safe sex easier and more fun.”***
Volker Sydow, Global Director Durex says: “Durex believes in happier, healthier sex lives and World AIDS Day is a hugely significant reminder about the importance of safe sex. Looking at how influential messaging is in the development of relationships today, an official safe sex emoji is a simple and empowering step towards better protection and sexual wellbeing.”
About Durex
Durex® is a global leading sexual well-being brand worldwide. The brand not only produces condoms which exceeds global testing standards, but also offers lubricants and personal massagers. With over 80 years of experience in the bedroom, Durex is dedicated to inspiring lovers to love sex safely. That is why Durex will never stop innovating with new products that enhance the sexual experience, helping couples get closer and go further together.
For more information, go to www.Durexusa.com.
About RB
RB‡ is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in London, Dubai and Amsterdam, and sales in most countries across the globe. The company employs approximately 37,000 people worldwide.
Inspired by a purpose to deliver innovative solutions for healthier lives and happier homes, RB is in the top 20 of companies listed on the London Stock Exchange. We are the global No. 1 or No. 2 in the majority of our fast-growing categories, driven by an exceptional rate of innovation. Our health, hygiene and home portfolio is led by our global Powerbrands including: Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s. Our Powerbrands represent 80% of our net revenue.
RB is redefining the world of consumer health and hygiene. Our people and unique culture are at the heart of our success. We have a drive for achievement and a passion to outperform wherever we focus, including sustainability where we are targeting a 1/3 reduction in water impact, 1/3 reduction in carbon and 1/3 of net revenue from more sustainable products. We are proud to be Save the Children’s largest global partner, with a new vision to radically reduce one the world’s largest killer of children under 5, diarrhea.
For more information visit www.rb.com.
‡RB is the trading name of Reckitt Benckiser group of companies
†As set out on iOS and Android phones through UNICODE
*Source: 3GEM research on behalf of Durex –UK, October 2015
**Source: Someone Like Me, VIMN & Brand Solutions Insight with Tapestry Research, 2014
***Source: Young People’s Attitudes Toward and Discussion of Safe Sex and Condom Use, 2015. Author: Dr. Mark McCormack, Senior Lecturer in Sociology and Co-Director, Centre for Sex, Gender and Sexualities at Durham University, UK
