Durex is out to simultaneously save the planet and your sex life.
Following on from last week’s unveiling of a campaign to help couples boost their sex lives (which simply involved advising couples to hit a phone’s off button), the condom brand has launched an app which synchronises the shut down of phones during this weekend’s Earth Hour.
The final chapter of the company’s ‘Durex Connect’ campaign, the Durex Connect app (currently available for free on Android and coming soon to iOS), provides couples with a way to connect their phones. At agreed times, or by spontaneous agreement, it will mask the phone’s home screen, effectively putting the handsets to sleep.
The Durex Connect video, which features couples being exposed to the idea that they could turn off their networking devices to limit distraction in the bedroom, has been viewed more than 30 million times.
The video’s creation was sparked by a research paper authored by Durham University (UK) in association with Durex which revealed that 40% of those interviewed admitted to answering their phones during sex.
Rachel Bloodworth, head of public engagement at WWF-UK, said: “Durex’s Connect campaign is a great awareness driver of that need to reconnect, and we hope it inspires people to really think about how much we all need to make the time to stop and enjoy the world around us.”
“Earth Hour is a huge symbolic display of the need to protect our planet. But it is something more – it’s an hour when we can all switch off and reconnect with the things that are important to us,” she added.
Email Nicola at nicolariches@yaffa.com.au.