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Today’s society still demonises anal sex. While 57% of our audience are having anal sex, the lack of conversation around it means 4 in 10 use the wrong lubricant. Durex’s silicone-based lubricant, Perfect Gliss, could improve the sex lives of millions - but advertising restrictions prevented the brand from promoting it for this use. We needed a way to spark conversation in editorial media.
The censorship of anal sex dates back to the Kama Sutra. So we changed the narrative, publishing a new, forgotten chapter of the text, exploring the intimacy and passion anal sex can offer. The new chapter was exhibited in an art gallery, supported by data on the disparity between the number of people having anal sex and the taboo around it - sparking debate in the media.