Love Sex Durex… not that is a tag line I like. Durex are sponsoring the Sydney Gay and Lesbian Mardi Gras this year and are embracing the promotion of same-sex relationships as part of the initiative. They are not the only sponsors this year, other sponsors are ANZ (principle sponsor), SBS2 and 2day FM who are the broadcast partners and Fitness First, Air Asia, Google, Gaydar, Finlandia (it’s a vodka), as well as NSW NOW, Destination NSW, City of Sydney as strategic partners.
Not all partners are launching campaigns to tie in with their sponsorship, but Durex have taken the opportunity to do just that with their Durex Love Same Sex. It is primarily a social media campaign, which aims to focus on and celebrate the years of “love and commitment of long-term same-sex relationships in Australia”.
The brand is encouraging people in Australia that are in same-sex relationships to celebrate the number of years they have been in a relationship, they do this by visiting the Durex Australia Facebook page and pledge their years of commitment. There is a year counter on the Facebook page that tallies the total years all participating couples have been together, so far it stands at 4,345 years.
The brand was also present at Fair Day this year where they set up a booth and got over 3,500 couples to pledge there years of commitment, one such couple was Prime Minister Tony Abbott’s sister Christine Forster and her partner Virginia Edwards who celebrated seven years together.
This is a great fit with the Mardi Gras event and nice to see them doing this, but as mentioned before this is not new, brands have been targeting the LGBT communities more and more over the past decade, and especially around events such as these, as written about here before.