“LEAKED SEX TAPE” PART OF DUREX’S NEW “P.S. I LOVE YOU” CAMPAIGN
TARGETED AT SINGAPOREAN YOUTHS’ POSITIVE SEX EDUCATION
TARGETED AT SINGAPOREAN YOUTHS’ POSITIVE SEX EDUCATION
Global Sex Report 2012, which found that Singaporean youths who were still studying, were
20 times less likely than those who have completed their education, to use condoms during
their first sexual experience, Durex is proud to unwrap its new “P.S I Love You” campaign,
targeting to bridge the gap. The campaign had kicked off with the “leak” of a “sex tape”
featuring a popular social media personality to launch the communication efforts.
Wow~! What Sex Tape is that? Read On to find out more...
The “P.S. I Love You” campaign, which stands for “Play Safe, I Love You”, is targeted at
Singaporean youths aged between 18 – 25 years old. The idea behind the campaign was to
trend the code “P.S. I Love You” as an easy reminder for youths to practise safe sex, since
many of them find it embarrassing or uncool to talk about safe sex.
The “P.S. I Love You” message extends to the youths themselves, to their sexual partners
and friends, and vice versa, with multiple layers of connotations.
To self: “P.S. I Love You” – I love myself and have to practise safe sex because I
owe it to people who love and care for me
To sexual partners: “P.S. I Love You” – I love you and that is why we need to practise safe sex
To loved ones: “P.S. I Love You” – I love and care for you and want you to be
careful and have safe sex
By leveraging on the online video in the form of the “leaked sex tape” and an online “safe sex
tape” video making competition by youths for youths, the campaign hopes to alert youths and
capture their attention on the importance of safe sex through an unconventional and engaging
double-pronged approach that anchors on peer influence and youths’ preferred communication
media.
The “Leaked Sex Tape”
On 26 November 2012, a “sex tape” featuring popular social media personality, Holly Jean (http://www.hollyjean.sg), was deliberately leaked on local forums and websites (http://www.youtube.com/watch?v=imB_vr9h4_Y). The “sex tape” showed Holly Jean in a “home-made” video, seemingly engaging in sexual activities with her “ex lover”, played by a male talent. In the video, Holly Jean is captured saying the phrase “P.S. I Love You”. The tape was intentionally filmed and leaked as a tool to get the youths’ attention, serving as a lead-in introduction to the campaign. While unconventional, the underlying message of the “sex tape” was to encourage youths to practise safe sex. With youths spending a large proportion of their time online, a sex tape leaked online in popular forums involving a popular social media personality was the perfect way to reach out to them and deliver the message of safe sex with impact.
For the Official "Sex Tape" you can now be viewed it at the Durex Singapore Facebook page! Check it out!
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