THE ORGASM GAP • DUREX

To coincide with International Women’s Day, we commissioned new research from Durex, revealing that women are four times less likely than men to always achieve an orgasm during a sexual encounter. In light of the findings, Durex teamed up with ‘sexpert' Alix Fox to host a football stunt, interrupting a match at climactic moments to highlight the ‘orgasm gap’ between men and women, and help bring ‘orgasm equity’ to the nation’s bedrooms. The activity secured widespread coverage, even featuring on a US talk show, securing 81 pieces with an estimated reach of 211.7m.