Durex’s mission was to raise awareness and generate vital funds to empower Gen Z and Millennial women.

Partnering with (RED) and The Global Fund, they launched a special‑edition (DUREX)RED condom to support the fight against AIDS in South Africa.

To amplify the initiative, a bold, provocative campaign was created to resonate with younger audiences. Fronted by Zara Larsson, alongside Thandie Newton, Christian Navarro, Tyler Oakley and global influencers, the message was simple: “Give a F**k to fight AIDS.

The campaign reframed the phrase, turning profanity into a symbol of compassion and responsibility, encouraging people to take action through safe sex.

Strict social‑media guidelines required a carefully crafted approach. Over 200 edits and high‑impact visuals were produced to meet platform rules while preserving the campaign’s provocative tone. Assets launched simultaneously across 22 countries on World AIDS Day, demonstrating the power of “Giving a F**k.”

The campaign sparked global conversation in 72 countries and generated over 1.1 billion earned‑media opportunities, including a featured moment on Jimmy Kimmel’s (RED)Shopathon and widespread influencer amplification.