Durex — Play It Safe
Play It Safe let Durex show up in culture with credibility. The territory expansion and new client wins made it one of our most commercially successful partnerships.
— Durex
Durex needed to deliver health messaging in a way that felt authentic to urban music fans rather than corporate or clinical, while building new client relationships in new territories.
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DISCOVER DUREX
Play It Safe
Partnership Objective
Champion safe-intimacy and wellbeing messaging with urban music audiences and drive category leadership through artist-led, culturally credible campaigns across three editions.
UMA Strategy
UMA built 'Play It Safe' as an artist-led campaign across three editions, pairing nominee ambassadors with on-stage and social messaging and a territory expansion into South Africa.
Activation
Official Partner across three editions; nominee ambassador programme leading the Play It Safe message; on-stage wellbeing moment in the broadcast; social content series co-created with artists; retail POS rollout across 300 doors and a new South Africa territory launch.
Audience Reached
Three-year cumulative reach across UK and South Africa broadcast, livestream and social audiences.
Media Coverage
Coverage across MTV Staying Alive, BBC Newsbeat, Metro and health and lifestyle press, with the artist-led series praised for its authentic tone.
Campaign Outcomes
4.0 million audience reached across three editions; 19% sales uplift on featured product lines; 28,000 new Durex newsletter sign-ups; 9 new distribution clients onboarded including the brand's first South Africa retail partner.