A global series of print ads featuring photographs taken of several (approx. 10) disabled models (male and female). Models will be dressed in lingerie or suggestive clothing (no nudity and nothing excessively revealing) and/or be holding sexual props (whip, handcuffs, sitting on a sex swing, vibrators, etc), directly looking at the camera, with a stern, defiant look on their faces. Facial expressions could also be a slight, confident smile, á la Mona Lisa.

Durex is about facilitating good sex for everyone, yet there is not an appropriate, normalised or regular representation of disabled people within the subject of sex. The conversation is limited, the conversation is taboo and for many, the conversation is simply never had. Some of this reluctance to explore is perhaps due to not knowing how to broach the topic authentically or in a way that is not self-pity driven. 

This is where the ‘I Like to Get Freaky Too’ campaign comes in. It takes Durex values such as inclusion, diversity, equality and directly calls out the lack of representation of the disabled and aims to empower their needs, their feelings and their wants, just like anyone else. It will place several disability activists and writers in the mainstream view, giving them (more of) a voice, finally creating a positive avenue in which these conversations can take place. 

To some extent, the ‘I Get Freaky Too’ campaign will without a doubt, make some people uncomfortable and uneasy mainly due to the sheer size of the ads and the rarity of seeing a disabled person modelling and being the protagonist of a campaign. Also, there are some that will be uncomfortable with the subject of sex being so openly talked about. This campaign is for them too. 

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