Condom company Durex is promoting the Earth Hour campaign by encouraging couples to take charge of their romantic and sex lives by ditching their electronic devices, and reconnecting with each other.
Durex's wittily-named #TurnOffToTurnOn Earth Hour campaign revolves around a short film following several couples who, as has become commonplace in the modern world, often ignore each other in favor of staring into smartphone and computer screens. The campaign will run in 56 different television markets, and is reportedly being backed by a seven-figure budget.
To complement the campaign, Durex released the results of a UK survey, which shows that a third of Brits thought technology got in the way of their sex lives, with 40% saying technology has an adverse effect on their relationships. Therefore, Durex's campaign carries twin messages of eco-consciousness, and the importance of human relationships.
According to Durex's global marketing manager Ukonwa Ojo, "Durex believes nothing should get in the way of great sex," and that, "working with Earth Hour is a perfect campaign fit to get across that message."