Challenge: Promote safe sex and condom use to prevent STDs, particularly HIV for Durex.
Approach:
Superhero campaign using cultural icons known for protection and invulnerability. If even Batman and Superman - symbols of strength who protect others - recognize the need for protection themselves, the message resonates without preaching. Strategic wordplay ("Protectors need Protection") reinforces product benefit through familiar iconography.
Result: Print campaign series demonstrating how cultural metaphors can communicate sensitive health messaging with impact and wit rather than fear-based tactics.
