Durex MY taps on playful local lingo in cheeky safe sex campaign

Condoms and personal lubricants company Durex Malaysia has unveiled a cheeky social media campaign to spread awareness on the importance of practicising safe sex.

The campaign, titled "#KitaKitaJe" ('Just between us'), leverages local slang as a way to circumvent some of the barriers posed by social media, and educates students on staying protected from sexually transmitted infections. 

As part of the campaign, the brand released a series of social posts and clickbait videos which covered sex education topics in a fun and cheeky manner using lingo that young people use to subtly talk about sex. Some of the lingo include "Stokin? Tak feel ah" ('Socks? Can't feel it') and "So kaki korang pulak saiz apa?" (So what's your shoe size?). 

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The campaign was created in collaboration with Fishermen Integrated. “It is well known how local students are discouraged from learning and discussing safe sex in public universities and schools, and it’s no better on social media, with community guidelines and censorship hindering them from being open and upfront when talking about sex online," said Andrew Perera, Fishermen Integrated creative director.

"The simple insight behind #KitaKitaJe is that young people are already using local cultural euphemisms and slangs to talk about sex without the ‘grown ups’ catching on, so what we did was to leverage this behaviour to talk about safe sex on social media, without the censorship algorithms catching on,” added Perera. 

“It’s something local youth immediately catches on to, and has the IYKYK (If you know, you know) effect. #KitaKitaJe is also unclaimed by any establishment, so this is an opportunity to connect it to Durex as the brand leader in sexual wellbeing, by using the term as a figurative “umbrella” for local public university students to come together and have these intimate conversations in a safe space,” said Joyce Gan, Fishermen co-founder and group brand director. 

Users who view the posts are directed to the Durex Academy microsite where they are prompted to enter a nickname and choose an avatar to proceed to a quiz. Each quiz question is followed by educational information, regardless if the user answered the questions correctly or incorrectly. Upon completion, they receive a score based on their sex education knowledge and stand a chance to win an iPhone 16 Pro Max as the grand prize, along with other giveaways from Durex. 

#KitaKitaJe comes after Durex released its global sex survey in June 2024. The survey, which covered 36 countries and surveyed 29,500 respondents aged 18 and above, including Malaysia, highlighted a disconnect between sexual activity and responsible sexual practices.

The survey revealed that only 24% of Malaysians have purchased condoms in the past year, despite 70% being sexually active. Furthermore, trust in partners’ sexual health and a desire for intimacy often take precedence over essential protection, reported Hype. 

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