Durex Launches Campaign to Create the First Official Safe Sex Emoji

LONDON, November 18, 2015 /PRNewswire/ --

Support the Cause by Using #CondomEmoji 

• 80% of 16-25 year olds say that they find it easier to express themselves by emoji with 84% more comfortable talking about sex using icons  
• Emojis are now crucial to how young couples connect and research suggests creation of official safe sex emoji is vital to get protection into this conversation 
• Over a third of young people claim not to care about safe sex and nearly a half think that HIV will never affect them or their friends 
• A quarter believe that HIV is only a problem that mainly affects people in Africa 
• Durex is kicking off the global campaign to create an official #CondomEmoji ahead of World AIDS Day 

Global leading sexual wellbeing brand, Durex, today launched an international campaign calling for the creation of the world's first official safe sex emoji, ahead of World AIDS Day on 1 December 2015.

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Research conducted by Durex* reveals emojis play a vital role in young people's conversations around sex with 80% of 16-25 year olds finding it easier to express themselves using emojis and over half of respondents regularly using emojis when discussing sex. 84% of 16-25 year olds said they feel more comfortable talking about sex using emojis. More worrying is the rise in apathy towards engaging in safer sexual practices with over a third claiming not to care about safe sex. Further research showed nearly half think that HIV will never affect them or their friends**. In light of this, Durex today launches a worldwide campaign to call for an official safe sex emoji to be created by the company behind emojis (Unicode).

To see the Durex #CondomEmoji video click here

Such an emoji will enable young people to overcome embarrassment around the discussion of safe sex, encourage conversation and raise awareness of the importance of using condoms in protecting against sexually transmitted infections (STIs), including HIV and AIDS. Durex is calling for people to use and share the hashtag #CondomEmoji in support of safe sex. Durex hopes 1 million users will let their voices be heard over November so the support can be captured as part of the official submission to Unicode on World AIDS Day, 1 December 2015.

"Many young people have gained their sexual knowledge through their own sexual activity and searching the internet," according to Dr. Mark McCormack, Senior Lecturer in Sociology and Co-Director, Centre for Sex, Gender and Sexualities at Durham University. "While participants generally felt able to discuss safe sex within their romantic relationships, there was more uncertainty with new or potential partners. 80% welcomed the idea of the emoji to make the discussion of safe sex easier and more fun," he explains ***

Volker Sydow, Global Director Durex says: "Durex believes in happier, healthier sex lives and World AIDS Day is a hugely significant reminder about the importance of safe sex. Looking at how influential messaging is in the development of relationships today, an official safe sex emoji is a simple and empowering step towards better protection and sexual wellbeing."  

*Source: 3GEM research on behalf of Durex -UK, October 2015

**Source: Someone Like Me, VIMN & Brand Solutions Insight with Tapestry Research, 2014

*** Source: Young People's Attitudes Toward and Discussion of Safe Sex and Condom Use, 2015. Author: Dr. Mark McCormack, Senior Lecturer in Sociology and Co-Director, Centre for Sex, Gender and Sexualities at Durham University

MORE STATS: Alarming Trend In Attitudes Towards Safer Sex

• Over 56% of respondents claimed not to worry about safe sex with 53% feeling there was less interest in the subject these days and, more startlingly, over a third claiming not to care*.
• Further research from Durex and MTV** found that 78% of 16-24 year olds across Europe were sexually active but only 62% were using condoms and 4 in 10 had had sex with more than one person without a condom. In fact, whilst 86% felt that we all have a responsibility to tackle HIV and AIDS, it seems they don't feel they are the ones at risk with a quarter of respondents believing that it was only a problem that mainly affected people in Africa.

About Durex 

Durex® is the #1 sexual wellbeing brand worldwide, producing a wide range of products, including high quality condoms, intimate lubricants and personal massagers.

With over 80 years of experience in the bedroom, Durex is dedicated to inspiring lovers to love sex safely. That is why Durex will never stop innovating with new products that enhance the sexual experience, helping couples get closer and go further together.

For more information, go to http://www.Durex.com.

About RB*  

RB* is the world's leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in London, Dubai and Amsterdam, and sales in most countries across the globe. The company employs approximately c. 37,000 people worldwide.

Inspired by a purpose to deliver innovative solutions for healthier lives and happier homes, RB is in the top 20 companies listed on the London Stock Exchange. We are the global No 1 or No 2 in the majority of our fast-growing categories, driven by an exceptional focus on innovation. Our health, hygiene and home portfolio is led by our global Powerbrands including Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French's. Our Powerbrands represent 80% of net revenue.

RB is redefining the world of consumer health and hygiene. Our people and unique culture are at the heart of our success. We have a drive for achievement and a passion to outperform wherever we focus, including sustainability where we are targeting a 1/3 reduction in water impact, 1/3 reduction in carbon and 1/3 of net revenue from more sustainable products. We are proud to be Save the Children's largest global partner, with a new vision to radically reduce one the world's largest killer of under 5s, diarrhoea.  

For more information visit http://www.rb.com.

*RB is the trading name of Reckitt Benckiser group of companies