Condom company Durex is promoting the Earth Hour campaign by encouraging couples to take charge of their romantic and sex lives by ditching their electronic devices, and reconnecting with each other.
Durex's wittily-named #TurnOffToTurnOn Earth Hour campaign revolves around a short film following several couples who, as has become commonplace in the modern world, often ignore each other in favor of staring into smartphone and computer screens. The campaign will run in 56 different television markets, and is reportedly being backed by a seven-figure budget.
To complement the campaign, Durex released the results of a UK survey, which shows that a third of Brits thought technology got in the way of their sex lives, with 40% saying technology has an adverse effect on their relationships. Therefore, Durex's campaign carries twin messages of eco-consciousness, and the importance of human relationships.
According to Durex's global marketing manager Ukonwa Ojo, "Durex believes nothing should get in the way of great sex," and that, "working with Earth Hour is a perfect campaign fit to get across that message."
Romantic Earth Hour Campaigns
Durex Wants You to Ditch Your Electronic Devices for Your Lover
Trend Themes
1. Eco-friendly Relationships - Brands can create campaigns that promote sustainable living while emphasizing the importance of human connections.
2. Tech-free Intimacy - Entrepreneurs can capitalize on the desire for couples to disconnect from technology and create products and services that facilitate intimacy without distractions.
3. Cause-related Marketing - Businesses can partner with social and environmental campaigns to not only promote their products and services but also support a cause that resonates with their customers.
Industry Implications
1. Sexual Wellness - As consumers become more eco-conscious and desiring of tech-free intimacy, sexual wellness companies can develop sustainable and innovative products that promote intimacy without negatively impacting the environment.
2. Telecommunications - Telecommunication companies can address concerns over technology addiction by offering services that reduce screen time and facilitate more meaningful human interactions.
3. Entertainment - The entertainment industry can support cause-related marketing campaigns by creating content that promotes eco-consciousness and healthy relationships, and partnering with like-minded brands to spread the message.