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By John Glenday, Reporter

January 22, 2019 | 2 min read

Health brand Durex is seeking to dispel taboos surrounding female sexual discomfort with the release of a global campaign which aims to banish blushes and normalise the use of lubrication.

'Ladies, Let’s Lube' has been created by Havas London to celebrate women who refuse to be embarrassed by their bodies, while questioning their counterparts who suffer in silence under the sheets.

Positioning Durex Naturals Intimate Gels as a solution to this problem the brand will launch its sex education activity in the UK via TV, social and online alongside a campaign hub housing information and Q&A’s. In-store activation will also be harnessed within Boots and Superdrug outlets prior to a worldwide rollout.

At the heart of this push is a film directed by Harry Bradbeer, who's behind productions such as Fleabag and Killing Eve, which celebrates women who are helping to shape social attitudes in respect to their own bodies and choices.

Lynsey Atkin, creative director at Havas London, commented: “Nothing much beats good sex. So putting up with being uncomfortable, slapping on a brave face and going through the motions because ‘that’s just how it is’ has no place in today’s bedrooms or backseats. We wanted to have a bit of fun – because, sex – raise some knowing smiles, point out the solution and ensure being a bit dry down there when everything else says ‘yes f*ckng please’ definitely isn’t something for anyone to feel bad about.”

Durex claim that more than half of all women endure uncomfortable sex arising from dryness, despite the fact that nine out of ten women who use lube report that it has enhanced their sex lives.

Rival condom and lubricant brand Skyn has played its part by publishing a travel guide listing the 30 best global destinations to have sex in.

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