Durex was seeking to establish a deeper emotional connection with its audience, and be seen as a fun, playful, and trusted category leader that exists to unleash sexual freedom – particularly amongst women. To achieve this, it wanted to launch a campaign that would deliver cultural impact and place it at the centre of the conversation surrounding sexual freedom and empowering a woman to be one’s true sexual self. With the theme for this year’s International Women’s Day being ‘embrace equity’, we launched a campaign to align with this, highlighting the gap in orgasm equity between men and women in the UK.​

To open up the conversation on the orgasm gap , we decided to carry out an in-depth research study to establish the extent of the crisis. The resulting research revealed that women were four times less likely than men to achieve orgasm during any sexual encounter. We packaged up the findings into a news release, and drawing on the findings, teamed up with ‘sex-pert’, journalist and influencer Alix Fox to provide the nation with tips and advice to help achieve orgasm equity. To launch with impact and bring to life the findings of our research report, we carried out an activation with Alix Fox, the weekend before International Women’s Day in early March 2023. Taking over a Central London pub during a Premier League football screening, we paused the game at ‘climatic’ moments – much to the frustration of football fans, who were mostly men – to highlight how frustrating it can be to miss out on a climax. We captured the activation on video, and packaged this up alongside the news release, which we issued widely to media the following Monday under embargo, ahead of International Women’s Day taking place on Wednesday 8th March.