Reframing sexual health through humor: The Durex campaign with Brook & FPA
Promoting sexual health among young audiences often comes with challenges—stigma, awkwardness, and resistance to traditional educational approaches. To address this, I led the creative strategy for a bold and humorous campaign for Durex, in collaboration with Brook and FPA, two leading sexual health organizations in the UK.
Creative Strategy ⊛ Character Development ⊛ Social Media ⊛ Advertising ⊛ Experiential Marketing ⊛ Graphic Design ⊛ Packaging Design
CREATIVITY & BRAND MESSAGING
Created Pocket (a hyperactive rooster obsessed with bulking up) and Rocket (a cat dealing with Pocket’s antics and his own struggles) as lighthearted euphemisms for male and female genitalia.
Used parody and relatable humor to make discussions about safe sex more accessible and engaging for young audiences.
Multi-Channel Campaign Execution
Social Media Activation
Launched and managed digital storytelling featuring Pocket and Rocket.
Encouraged audience engagement through interactive content and memes.
Press Insertions
Featured in student union magazines across all UK universities.
Outdoor Campus Campaigns
Placed ads in strategic high-traffic areas across university campuses.
EXPERIENTIAL MARKETING
& ON-CAMPUS ACTIVATIONS
As part of the campaign, we designed and executed "Shot & Tell" tables at student union venues, turning a classic party game into an engaging platform for conversations around sexual health.
The activation was a playful twist on beer pong and "Never Have I Ever." Each ping pong ball contained a message related to sexual health, encouraging players to read it aloud if the ball landed in a cup. This created spontaneous, lighthearted discussions while keeping the experience fun and interactive.
By blending entertainment with education, "Shot & Tell" provided a social and low-barrier way to encourage students to openly discuss safe sex practices, making sexual health awareness both memorable and engaging.
PACKAGING DESIGN
To further push boundaries, we also designed a playful and engaging packaging proposal for Durex condoms, making the product feel more approachable and relatable for young consumers. This project successfully redefined the conversation around sexual health, proving that humor can be a powerful tool for education, engagement, and behavior change.
Through humor, interactive experiences, and bold storytelling, this campaign transformed the conversation around sexual health. By making the topic engaging and approachable, it connected with young audiences in a way that felt natural, entertaining, and genuinely impactful.
The Pocket & Rocket characters resonated with young audiences, driving significant engagement on social media through memes, interactive posts, and shareable content.
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The campaign positioned the brand as a bold, approachable, and youth-friendly, reinforcing its role as a leader in sexual health education.
Bringing Sci-Fi down to Earth…
One spaceship at a time
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