Durex Ditches Hand Helds To Hold Hands This Earth Hour
NEW YORK, March 19, 2014 /PRNewswire/ -- The world's #1 sexual wellbeing brand, Durex, will be celebrating Earth Hour this March by encouraging people to take the opportunity to reconnect with each other whilst the lights are out.
The wonders of technology help to bring people together, but is it also a key factor in keeping them apart? With today's couples interacting with their devices more than each other, could gadgets and gizmos be the main reason behind the fact that people are having 20% less sex than in 2000*?
20% of US 18-34 year olds have admitted to having used a smartphone during sex (Harris Interactive) and Twitter users on average have shorter relationships than non users (OK Cupid) - is tech just turning us off?
A recent poll for Durex (OnePoll) on the UK's sex life revealed shocking statistics including 12% of people had answered a phone during sex, one in ten had read a text and over 5% of respondents had even checked Facebook while making love.
Durex believes nothing should get in the way of great sex. So let's log off and switch off. Escape the screen to embrace the dark. This Earth Hour, let's take the opportunity to reconnect while the lights are off.
As a call to action, Durex is releasing a short film which follows the stories of several couples who, like most of us, have become distracted by the lure of a screen. The short film can be viewed on YouTube beginning March 19, 2014 at http://www.youtube.com/watch?v=d6VPUTtuKuk #turnofftoturnon.
By not only turning off all lights on March 29, 2014, but also switching off all gadgets and gizmos, people can use this opportunity as an excuse to swap their laptops for some loving and ditch their phones to enjoy some foreplay.
Ukonwa Ojo, who leads Global Brand Equity Marketing for Durex says: "Earth Hour provides the perfect opportunity for couples to switch off for an hour and focus exclusively on reconnecting with each other. What else is as much fun to do in the dark that is as energy efficient as it is energetic?!"
"Earth Hour is a great, yet rare excuse for couples to give each other their undivided attention. With over 80 years bedroom experience, Durex knows physical touch and intimacy are extremely important for feeling connected in your relationship," said Aurore Trepo, marketing director, Durex USA. "And with recent survey research revealing our smartphones get more attention than our partners, we want to encourage all of America to turn off and get turned on for March 29. Durex offers everything from lubricants to personal massagers to ensure that when the lights go out couples will be so busy they'll forget to switch the power back on!"
This film is a passionate plea to escape the screen and embrace the physical. This Earth Hour, it's time to reconnect with each other and turn off to turn on.
Earth Hour is on March 29, 2014 between 8:30 – 9:30PM earthhour.org
For further information on the Durex film please contact:
*Source: The Lancet – UK adults between 2000 and 2010
Durex® is the #1 sexual wellbeing brand worldwide. The brand not only produces condoms which exceeds global testing standards, but also offers pleasure gels, lubricants and personal massagers. With over 80 years of experience in the bedroom, Durex is dedicated to inspiring lovers to love sex safely. That is why Durex will never stop innovating with new products that enhance the sexual experience, helping couples get closer and go further together.
For more information, go to www.Durex.com.
About Reckitt Benckiser LLC
RB is a global consumer goods leader in health, hygiene and home. With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands including Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Air Wick, and French's.
RB has close to half of its revenues coming from it 2 emerging market Areas and just over half from its developed market Area. Over 70% of core revenues come from the health and hygiene categories of the portfolio. RB people and its culture are at the heart of the company's success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in sustainability where the company has reduced its carbon footprint by 20% in 5 years and is now targeting to deliver a 1/3 reduction in water impact, 1/3 further reduction in carbon and to have 1/3 of its net revenue coming from more sustainable products by 2020.
It is also the Save the Children charity's largest FMCG global partner, with a new partnership vision to radically reduce the world's second biggest killer of under-fives, diarrhea. RB has been recognized as a sustainability leader in the CDP Global 500 Carbon Performance Leadership Index and received a 2013 Sector Mover Sustainability Award in the 10th Sustainability Yearbook.
The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries, The company employs approximately 38,000 people worldwide.
For more information visit www.rb.com.