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Someone Like Me

Durex Social Movement

#SOMEONELIKEME

Someone like me is a social movement aimed at pushing the issues around happier and healthier sex lives for young people globally. Inspiring a generation to talk more openly about sex, challenge what they think they know, ask those vital questions, and add their voice to a global movement. Empowering today’s youth to take action, change perceptions, and overcome barriers.

RACY, STEAMY, SEXY

The high energy video is all all about dating thrills but has a message. We created a fresh new video mood, black and white with fast cut scenes and an intriguing voice over style. The result? A racy, steamy, sexy spot that is both captivating and full of life. The one-of-a-kind video has been promoted on MTV. Don’t let HIV outsmart you. #someonelikeme

Challenge

Challenge

Teenagers believe they know everything. They feel grown up and confident enough to say that they are experts in this emotional game of love, sex and relationships. But Durex wants to bring some reality and awareness into their lives.

Audience

Audience

The technology world makes everything easier and more accessible for teens. Hooking up is easy. From finding the perfect match on Tinder, to stalking that person via Social Media, to googling pick-up lines and great sex tips.

Approach

Approach

Just talking to teenagers isn't enough. We needed to grab their attention and keep them interested. This is the only way to be relevant and start a conversation. We aimed to draw them in using a video that speaks their language and is about their dating world.

Someone Like Me
Someone Like Me
Someone Like Me
Someone Like Me
Someone Like Me
Someone Like Me
"It’s all about safe sex, but that topic can often be like something from a textbook. We wanted to make the issue completely relevant to a young person's actual dating and relationship lifestyle."
— Olivia Ulbing, Project Manager
Someone Like Me
Someone Like Me
 

Kicking off the conversation

The goal of the campaign was to drive a social conversation in a meaningful way. We made sure that #someonelike me took off globally and fuelled the discussion around a vital topic for World Aids Day in an engaging way full of dating thrills and adrenaline. Don't let HIV outsmart you.

Someone Like Me