2022 MRS Pride Award for Inclusive Research – Finalist
The My Sex My Way survey emerged from a need to listen to and understand the LGBTQ+ community, so that leading sexual wellbeing brand Durex could understand how to best connect, empower, and support the LGBTQ+ community and better position Durex as an ally thus establishing themselves as a credible brand with purpose. Deep collaboration between Durex, Harris Interactive and LGBTQ+ Community experts ensured the study was designed with sensitivity around topics including experiencing discrimination. Adopting a ‘listen and learn’ approach guaranteed that the LGBTQ+ community could control their own narrative on their experiences of sex education, acceptance, sexual fulfilment, sexual & mental health and dating. The design was endorsed by 5000+ people who trusted us by sharing their most intimate details. Durex identified where real, scalable change is possible. The survey highlighted negative experiences of sex education prompting Durex to partner with the Proud Trust to introduce positive, inclusive, sex education initiatives across UK schools and Universities. Sex Education represents one of the earliest opportunities society has to say ‘we see and accept you’. Insights have also informed Durex’s communications campaign championing self-acceptance.