Durex® Calls for the Creation of the World’s First Official Safe Sex Emojis

Use #CondomEmoji to Support the Cause

PARSIPPANY, N.J.–(BUSINESS WIRE)–Today – in the weeks ahead of World AIDS Day 2015 – Durex®, a
leading global sexual well-being brand has launched a worldwide campaign
calling for the creation of the world’s first official safe sex condom
emojis. Emojis are a crucial part of how young couples
connect and research suggests that the creation of official safe sex
emojis are vital to inserting messages around protection into their
sexual conversations.

Global research commissioned by the Durex* brand further reveals that
emojis play a vital role in young people’s conversations around sex.
This research also unearthed some concerning data around the rise in
apathy towards engaging in safer sexual practices:

  • 80% of 18-25 year olds find it easier to express themselves using
    emojis and more than half of respondents regularly using emojis when
    discussing sex
  • 84% of 18-25 year olds said they feel more comfortable talking about
    sex using emojis
  • More than one-third of 18-25 year olds claim not to care about safe
    sex and nearly half think that HIV will never affect them or their

“In light of this research, the Durex brand is asking 1 million people
to use and share the hashtag #CondomEmoji to represent their support of
the creation of the world’s first official safe sex emojis by the
Unicode Consortium,” says Karen Chisholm, Marketing Director, Durex USA.
“Emojis of this sort 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.”

The social support captured by the Durex brand will be included in the
official safe sex emoji submission to the Unicode Consortium on World
AIDS Day (December 1, 2015).

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

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

About Durex

Durex® is a global leading sexual well-being brand worldwide.
The brand not only produces condoms which exceeds global testing
standards, but also offers 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 www.Durexusa.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 37,000 people

Inspired by a purpose to deliver innovative solutions for healthier
lives and happier homes, RB is in the top 20 of 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 rate of
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 our 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
children under 5, diarrhea.

For more information visit www.rb.com.

RB is the trading name of Reckitt Benckiser group of

As set out on iOS and Android phones through UNICODE

*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, UK


Marina Maher Communications for Durex
Chrissy Gerardi, 212-485-1658