A Digital Campaign about Abortion for Durex. Art Director: Hung Thai Copy Writer: Thanh Hoa

2. Although the damaging effect of un-protected sex has been being
widely communicated, young people are not much really aware of that
in sexual relationships. Of the negative consequences are unwanted
pregnancies, which alarmingly increase among teenagers, causing
million cases of abortion every year.
Porn movies usually show actors and actresses having sex without
protective methods, in very pleasing manners.
Therefore, people learn to seek for pleasure by using no protection.
They donot see the hurtful stories after that.
We tell them facts and hurtful stories about abortion when and where
they think about sex the most.
Make them really think and be responsible decision makers.
‘Abortion’ by Abigail Goh
CHALLENGE
INSIGHT
SOLUTION

3. IDEA
Online Aborting.

4. • We corporate with some well-known porn
websites, e.g Pornhub.
• User will enter the site and choose the
videos they want to watch as usual.
• When the “action” scenes are about to
start, there will be 2 options to choose to
continue - ‘Raw Sex’ or ‘With Condom.’
EXECUTION

5. • If users choose ‘Raw Sex’, there will be a lot
of pop-up windows all over the page.
• Each window shows beautiful photo.
• There is a little ‘X’ in each window for user
to click on to close the window like normal
ones.
EXECUTION

6. • However, a message appears over the photo
when they hit the ‘X’.
• The windows are closed one by one,
reavealing the unpleasant facts about
unprotected sex, abortion, etc.
EXECUTION

7. EXECUTION

8. • After the photos have been closed, the users
can continue to watch the video.
EXECUTION

9. • On the other hand, with ‘With Condom’
chosen, users will receive an annoucement
as shown and will be able to continue their
videos.
• But we believe they are curious enough to
try the other option next time.
EXECUTION

10. THANK YOU