THESex among young people is still mostly unprotected. According to what emerged from a sample of 15,000 respondents between 11 and 24 years oldin fact, only the 43% he stated use condoms regularlyagainst the 57% of the 2019. A dangerously declining number that requires urgent intervention.
Condom: between lack of dialogue and gender stereotypes
The data annuals of the “Youth and sexuality” ObservatoryThat Durex has been making for over six years, they are alarming. In 2023, the low use of condoms among young people is mainly linked to the fact that for 28% of the interviewees “interrupts the moment”, 21%Instead, feels “uncomfortable in asking to use it”. Furthermore, 51% believe That it should be the man who has the condom. To bring the urgency of tackling stereotypes and prejudices back to the center of the debate, the “It Works in Two” campaign was born. The objective is to promote a cultural change and experience the use of condoms as a moment of intimacy and health at the same time for both partners.
Sex: an act of responsibility and respect
It clearly emerges that one is now rooted among young people sex culture based on the importance of performance personal at the expense of the value of a moment, made of responsibility and mutual respect. We know that our young people choose to take the risk and that they don’t use condoms out of embarrassment in wearing them or out of shame in asking for them. For this reason we must talk to them and involve them, to help them understand that the condom is an act of responsibility and respect towards themselves and others, as well as a moment of sharing and intimacy”, he declared Paolo Zotti, CEO of Reckitt Benckiser Healthcare Italy, which markets the Durex brand.
The first time is without
Above all, attention must be paid to the very young which, as the data shows, become protagonists of a scenario that is difficult to ignore. The age of “first time” it lowered in the 11-13 year age group (from 3% in 2019 to 12% in 2023), on the other hand, poor use of condoms has increased, affecting 53% of those interviewed in this age group. Thanks to the “It Works in Two” campaign, Durex intends to promote a new cultural movement that puts the condom back at the center of sexuality, as a right of all and everyone to decide to use it and to do it from the beginning to the end of the relationship.
The campaign is underway
The campaign, currently on air throughout Italy and out-of-home in the cities of Milan, Rome and Naples, made use of the collaboration with Alexa, Amazon’s voice assistant. Through a quiz, users tested their knowledge and preparation related to consent and the use of condoms. The campaign will then continue at a digital and social level to underline the importance of sharing with your partner. Why sexuality works best when it is shared.
The stop in Naples
Condom advertising in Naples in Piazza Plebiscito was blocked and removed by the Superintendence. The 60 square meter maxi billboard was retained “not compatible with the context” and, as stated in the reasons, “contrasts with the cultural use for which the Piazza Plebiscito area is intended”. The story caused an outcry on social media. There are those who talk about the opportunity to advertise a well-known brand of condoms among statues reproducing saints and crucifixes, and those who focus on the excessive dimensions of the poster which appears like “an eyesore”. But the agency that took care of the giant billboard is threatening to appeal since it had obtained all the authorizations for the poster. And through his lawyer he asks: “can a secular state inhibit the advertising of a product whose use is promoted which only means of containment of sexually transmitted diseases?“.
Education in schools in Milan
To give young people concrete support, in recent months Durex presented the first program in Italy dedicated to sexual and emotional education in schools. The activity, held in Milan in collaboration with theALA Milan Onlus Association and with the Sponsored by the Municipality of Milanbegan in October with the aim of involve 23,000 high school students in the city. The initiative has the support of educators, psychologists and sexologists. Each of the participating schools has access to affective and sexual education workshops, conferences and meetings with experts, teachers and school staff. There is no shortage of moments dedicated to feedback, thanks also to administration of a pre- and post-intervention questionnaire to evaluate the knowledge acquired and satisfaction with the topics covered. They will also be proposed interactive activitiessuch as games, quizzes and debates, and moments of reflection and sharing in small and large groups, as well as ensuring one non-judgmental listening space.
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