Durex conducted an extensive survey among Gen Z representatives to assess their understanding and perception of sex. The findings revealed that many Gen Z individuals associate sex with feelings of discomfort, stress, and fear. The survey sample included high school students across all grade levels as well as first-year college students, with insights gathered through focus group discussions and individual interviews. These results are the foundation of McCann Worldgroup Athens’ latest campaign for Durex, which aims to spark an open and honest dialogue about sex for the first time.

With its new initiative “There’s a first time for everything” and through its TikTok account, Durex, with a team of specialized psychologists and doctors, provides in-depth answers to everything related to sex, dispelling myths and helping the new generation gain the knowledge and confidence they need to see sex for what it really is: as a source of pleasure and not stress.

The two films to promote this initiative were created with a common script but two different perspectives in mind: the perspective of a boy and a girl regarding their first time. The two films focus on the overthinking that all young people experience and try to “shed light” on a situation where all the lights are off. Because there’s a first time for everything, and it can be truly beautiful.