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By The Drum Team, Editorial

July 27, 2012 | 2 min read

Safe sex charity Terrence Higgins Trust has released a promotional film that aims to normalise the use of condoms during sex, as part of its 30th anniversary activities.

The ‘Condom Moment’ video, produced by LOKI and directed by Tom Greens, aims to make the use of condoms an integral part of a healthy sex life, featuring couples at high speed, in a sexual fervor, before slowing the action down to hear their thoughts, fears and insecurities about sexual health.

Genevieve Edwards, director of health improvement at Terrence Higgins Trust, said: “Much of our work targets those communities most at risk of HIV in the UK, such as Africans and gay men. However, the safer sex message is just as relevant for anyone who is sexually active. Whether it’s unplanned pregnancy, an unpleasant infection, or a serious health condition like HIV, the trusty condom remains the UK’s greatest weapon against sexual ill health. As this film shows, it’s also the best way to maintain peace of mind.

“We’re delighted Loki has given us this opportunity to promote this important message to the general population, and are hugely grateful to them and the director Tom for creating such a slick, visually arresting film.”

Bob Ford, managing director at LOKI, said: “Condom Moment captures perfectly that fleeting moment when, even at the heights of sexual adrenaline, thoughts about possible risk enter people’s minds – but too often aren’t spoken. Tom Geens and his team have addressed that challenge directly and creatively in a way that LOKI hopes will make a great difference to the work done by Terrence Higgins Trust.”

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