The Campaign

To get a clear read on our generation’s sexual behaviour and knowledge, we teamed up with Durex to launch the 2018 Millennial Sex Survey. We wanted to gather real insights, and generate a new report for our audiences - and dubunk some common myths along the way. We would use those insights to build an article and a social series. We delivered Sexplanations ~ an insight driven social series, casting a positive light on themes related to sex that spoke directly to youth in a language they understand and trust. Promoting positive, safe and inclusive sex practices, the series featured Bryony Cole from the podcast Future of Sex, Sexuality and Pleasure educator Euphemia Russell, and Safety and Inclusivity Coordinator at Melbourne’s Cool Room, Kate Pern. Each expert talked through common misconceptions and questions around sexual communication, pleasure, and safe sexual health.

Creative Execution

The survey began with a call out to audiences across our network. Conducted over two weeks, 402 panel responses from general population (recruited by Toluna), and 1,962 our audience samples (recruited from custom branded callout banners and web audience retargeting on Facebook) were collected. We released the survey findings in an article across our website, and used the answers and insights from the our audience sample group to inform a 3-part native social video series, presented by Durex: Sexplanations. The video was an insight driven social series, casting a positive light on themes related to sex that spoke directly to youth in a language they understand and trust.

Sales for Durex condoms increased by 4.5% (in April & May) vs. the same time period YA The campaign reached 1M+ millennials throughout the campaign period and ignited a social conversation across posts. 400,000+ views on social, with people commenting and sharing the content and 20,000+ clicks to web article. ( On video, 176,000+ were 10 sec+) 2018 Millennial Sex Survey: 15,000+ Article Page Views 2.13 mins Average Time Article (compared to benchmark of ) Social CTR of 6.58% (VICE benchmark, 2% ave social CTR, VICE benchmark) 154% Media Over Delivery We were able to establish trends around condom usage Like, there is a lack of condom use amongst the Gay / Queer / Bi population, with 48% never using condoms with sexual partners). And that condom use starts at 16, troughs slightly in early 20s, then picks up again in mid 20s to 30s.

We aim to make all content that we make with brands into something that audiences engage with, that they experience, and can be a part of - as well as enjoy passively.

We wanted to provide Durex with content of course, but also wanted to say something new, to find new insights - and deliver a content strategy, based on their consumer insights insights that was guaranteed to engage their target audience. We dived deep into the minds and bedrooms of young Australians aged 16-34 to uncover their experiences and behaviours relating to sexual health, porn, pleasure, communication, and consent.