Our award-winning campaign with Durex generated a lot of conversation about Sexual Reproductive Health (SRH), where before it was a taboo subject. It even received the support of Ministry of Women, Family and Community Development and the Ministry of Education.
Taboo topics such as Sexual and Reproductive Health (SRH) requires an innovative and culturally sensitive approach. Since 2013, we have helped Durex generate a lot of conversation about SRH and related issues. We successfully partnered Durex Malaysia with youth and parent associations, NGOs and key influencers to conduct workshops in colleges and launched two surveys to advocate for comprehensive SRH education.
The campaign achieved a significant breakthrough in 2016 and 2017 when the Ministry of Women, Family and Community Development and the Ministry of Education expressed their support for the campaign. Before the campaign was rolled out, the words ‘condom’ or ‘Durex’ were not even allowed to be mentioned in mainstream media.
This campaign was recognised by PRCA Malaysia as the best PR campaign for two years, in 2014 and 2016.
MAGGI rolled out an empowerment and upskilling campaign for women named Program Mentor Wanita Cukup Berani MAGGI (PMWCBM) to encourage women to be brave in stepping out of their comfort zone and taking on new challenges.
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