Durex’s Sextember project was born as an initiative to stimulate a broader reflection on the concept of sexual wellness. To idea was that to experience sexuality to the fullest, we must talk about sex more — and with more people. The campaign was launched on September 1. That’s when Red Havas Italy introduced the activities and the manifesto that guides each initiative, including a dedicated website. The first Sextember is over, but Durex’s commitment continues. The brand continues to foster a culture of a safe, conscious, happy sexuality.  

We took action to educate on the subject of sexuality, distributing educational kits in 1,200 pharmacies and select partners of large retailers. We also provided concrete support — clinical or psychological — to all those who requested it, offering a free video consultation service by doctors and psychotherapists from Centro Medico Santagostino. In Milan, support was also offered by setting up a camper with a psychologist on board available to anyone who wanted a consultation.