Durex has joined forces with (RED) and The Global Fund to fight AIDS in South Africa. Through the (DUREX)RED condom, Durex and (RED) together hope to raise awareness and vital funds to make a difference and help empower young women and girls to live a happy, healthy life.
freuds launched (DUREX)RED to the world with Zara Larsson, Thandie Newton, Christian Navarro, Tyler Oakley, Javier Munoz, Jacob Latimore and Phoebe Robinson – asking us all just one thing – to Give A F**k.
By giving a f**k, being safe, and choosing (DUREX)RED – you will be protecting yourself, your partner/s and someone in Africa because Durex is donating $5m to (RED) and the Global Fund with another $5m match funding from the Bill & Melinda Gates Foundation. The money will go to an amazing project called the Keeping Girls in Schools Project in South Africa where 7.2m are living with HIV, to help women & girls stay in education for longer and provide them with much needed access to sexual health and wellbeing services.
Several Brewery companies (freuds, Procure Worldwide, Atomized Studios and freuds Branded) worked tirelessly to make this campaign happen – delicately negotiating the sensitive nature of the subject and turning the use of profanity on its head – leading to 24 countries launching the campaign simultaneously.
So please. Have Sex, Save Lives and Give A F**k with (DUREX)RED.
Now go to bed.