Durex Challenges The Stigma Around Anal Sex In New Campaign

Durex and Havas London launched a campaign to fight the stigma and ad restrictions to talk about anal sex.

Combined, gay and straight people have anal sex 56 billion times a year, according to estimates by Durex, but the brand says the sexual act remains “stigmatized and underrepresented,” particularly in advertising. In fact, the brand was not even allowed to use the words “anal sex” in its campaign.

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To challenge the stigma, Durex created self-censored ads together with Havas London and PR agency One Green Bean. Together they even created a new chapter of the Kama Sutra, dedicated to, you know it, anal sex. For the latter, Durex enlisted the help of French sex expert Maïa Mazaurette. It was exhibited in Paris until Aug. 31 and will be published online later this month.

The provocative campaign alludes to anal sex but doesn’t explicitly mention it—because it can’t, due to the fact that a majority of mainstream media owners explicitly prohibit any reference to anal sex in advertising.

“Anal sex is not uncommon, and it’s not abnormal. Yet we can’t talk about it on TV, in newspapers, on billboards, or even online through social platforms.  It’s time to end the stigma around any sex branded as ‘different’ and the negative connotations that imply—and that includes censorship from media owners—to democratize good sex for all.” explains Elliot Harris, global ECD, Havas London.

As part of the campaign, billboards  in the UK reference the existing censorship: “It’s 2020 and we still can’t talk about normal sex here.”  The campaign promotes an online educational portal, created by Durex, that contains sex advice and information.