The aim of this Durex campaign titled 'Make It The Norm' was to galvanise 16 to 24 year olds across the world to stand up for their right to protect themselves by making carrying, and using, a condom the norm, as part of their everyday routine. 
The brief tackles a sensitive topic which was taken into consideration throughout every design element- innuendo and crass jokes wont inspire an audience to change their habits. This campaign aims to steer away from stereotyped, humorous imagery and puns and instead focuses on a more visually lead, professional approach, whilst using a young and fresh aesthetic in order to catch the attention of the young audience.