Ahead of the Earth Hour, the condom brand Durex is rolling out a new initiative, #TurnOffToTurnOn, encouraging its customers to take advantage of the only hour in a year on March 29 when the world turns off more lights than usual. The brand positions the campaign as “a global wake-up call from Durex,” inspiring couples all across the globe to spend at least one hour with each other.
“We believe nothing should get in the way of great sex. So let’s log off and switch off. Escape the screen to embrace the dark. See less to feel more. Together we will #TurnOffToTurnOn,” calls Durex.
The flashmob is slated for next Saturday at 8.30pm. The campaign is supported with an emotional clip by TMW highlighting the moments of being apart, while being together and the joy of reconnection. The film was inspired by facts from the latest UK survey, revealing that a third of respondents believe that technology interferes with their sex life.
The non-trivial effort targets couples across 58 global markets. Those who want to support Earth Hour in a more traditional way can view the list of related initiatives here.
“Durex believes nothing should get in the way of great sex but our growing obsession with phones, laptops, TVs and Tablets isn’t bringing us closer together, it’s pushing us apart. So for us working with Earth hour is a perfect campaign fit to get across that message, let’s all turn off to turn on,” commented Ukonwa Ojo, the brand’s Global Marketing Manager.