Durex launches new initiative to fight shame and promote better sex in Ireland

The world’s top condom brand, Durex, is on a mission to empower everyone in Ireland to feel comfortable in their sexual identities.

Durex Ireland ambassadors at the launch of Your Sex Your Way.

On April 27, Durex launched its mission, ‘Your Sex/Your Way’, to empower people in Ireland to embrace their sexual selves.

Why is this important, you may ask? Well, according to research, 41% of young adults in Ireland feel too embarrassed to discuss their sexual preferences and dislikes with their partners. Additionally, 47% of LGBTQ+ people are not open about being queer in the country, and 59% of them often avoid holding hands with their same-sex partner.

While, in the past, Ireland has been a more traditional and restrictive nation, Durex is aiming to inspire a cultural shift, working towards creating a more progressive, open and vibrant environment. The organisation is determined to do this in part by normalising conversations around sex and empowering members of the Irish population to feel comfortable in their sexual identities.

The brand believes that talking more openly about sex and sexual pleasure is the first step in breaking down the stigma and taboos associated with sex and ultimately empowering people to be their true sexual selves free from shame and judgement.


Charl Malan, Head of Marketing at Durex, articulates the need for a societal change in Ireland, sharing, “Your Sex/Your Way is about coming as your true self and the freedom of self-expression – whether that’s by sharing a conversation about what you like or dislike with your partner, or destigmatising the use of lube. Simply put, we want to get people talking about sex and what feels good to them.”

Also commenting on the initiative, Campaign Thought Leader, Leading Sex & Intimacy Specialist Grace Alice Ó Sé said, “As someone who works with adults across Ireland, I see first-hand how much remains to be done around expressing our true desires and embracing sex positivity. Our purpose now is to empower people, giving them the tools and the confidence to enjoy a sex life full of connection, fulfilment and pleasure.”

While the campaign is grounded in research and statistics, the real fun begins when you take a hands-on approach to Durex’s mission which is around making sex more pleasurable. Check out and try the steamy positions below!


Durex celebrated the initiative with an exclusive event in Opium, Dublin, on Thursday, focusing on the theme of sexual liberation. Members of Team GCN were delighted to attend, treated to complimentary refreshments and a vibrant, queer-inclusive social atmosphere.

Veda Lady at the Durex campaign launch.

The cherry on top of the cake was the evening entertainment provided by our friends at Mother on the decks, the folks at Ping-Pong Disco putting on a dazzling show and plenty of Durex-themed fun, including a penis ring toss game. Now that’s a sport we can get behind!

Penis ring toss game at Durex campaign launch.


Supporting the event was Durex’s newest team of Brand Ambassadors. Joining Grace Alice Ó Sé is fashion and travel presenter Rob Kenny, TV personality and activist Paddy Smyth, master of Dublin night-life Marcus O’Laoire and entrepreneur of fun-loving fashion Gráinne Binns; what a group! They shared their thoughts and feelings on this new movement in a short panel on the night, highlighting the importance of engaging in open-minded discussions to help develop a more sexually liberal Irish society.

“As a disabled person you know, we’re never really seen as sexually expressive or even desirable so [we want] to push that narrative forward and to show that, even if you are disabled, you can still have good sex!” Paddy said.

Paddy Smyth and Rob Kenny at the Durex campaign launch.

Durex strives to fight against sexual shame and stigma and for the freedom of self-expression. Its shop offers condoms, lubes and sex toys, and the company has over 80 years of experience in creating products designed to give customers the tools and confidence to get the most out of their sex life.

Always read the instructions. RKT-M-21361


© 2023 GCN (Gay Community News). All rights reserved.

This post is sponsored by Durex Ireland

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