20M People Celebrate Pride Month With Durex
Durex celebrated pride month with its #LoveLoudAndProud campaign bringing proud members of the LGBTQIA+ community to share heartwarming stories about love and owning one’s sexual identity. The Pride month campaign saw more than 20 million people come together to join Durex, as the brand became a platform for powerful voices to share their stories and celebrate their love.
With #LoveLoudAndProud the goal is to cherish love beyond gender identities and share it with the world loudly and proudly. This was captured through content creators from LGBTQIA+ community sharing their own experiences and point of view on sexual protection.
Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt, said “Durex has been the voice re-defining culture and normalising conversations around love and inclusivity for the youth in India. The brand’s unique persona, built over time, helps generate instant connection with our audience that loves the authentic and open conversations we have come to be known for. We have the added responsibility to drive behaviour change, and through #LoveLoudAndProud we intended to bring forth real experiences of couples celebrating all shades of pride, with every love story being unique. We are humbled by the overwhelming number of heartfelt responses, the campaign has been able to generate, reminding us to work towards changing the societal mindset towards sexual and reproductive health with small yet progressive steps.”
#LoveLoudAndProud has successfully reached more than 20 million people online and secured over 32.6 million impressions and generated an engagement of 21.7 million across social media platforms with over 20 million views on videos on owned channels.
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One of the illustration created by PARAMSahib, One of the IG Reel in collaboration with Humans of Bombay
