From Dorothy to Gaga: a sex-ed lesson in Pride, powered by Durex
Celebrating Icons, Challenging the Status Quo
Durex returned as a proud sponsor of Pride in London, aiming to cement its role as a genuine LGBTQ+ ally by spotlighting the voices and icons that shape queer identity and challenge the ongoing lack of inclusive sex education.
LGBTQ+ icons play a vital role in fostering pride, love and acceptance. Durex’s ‘My Sex, My Way’ research found that only 6% of LGBTQ+ adults felt supported by school sex education, so our campaign celebrated past and present icons who embody living authentically and unapologetically whilst serving as a moving lesson in sex education.
We sparked headlines and conversations by revealing the UK’s top LGBTQ+ icons - including Freddie Mercury, Elton John, RuPaul, Lady Gaga, and Dorothy from The Wizard of Oz - before bringing it to life with a bold, joyful float at Pride in London. Themed “An Iconic Night at the Club,” the float featured live performances from LGBTQ+ creators and celebrated queer nightlife, reflecting a space where many first feel free to express themselves - and safely, thanks to Durex.
Every element from research and PR to influencer content and live experience worked together to reinforce Durex’s allyship. The float was backed by earned media, social storytelling and a coordinated content rollout across Durex channels, with internal teams collaborating seamlessly.
Building on its 2023 Pride presence, the second year’s activity evolved the story from visibility to empowerment. By highlighting the role of iconic LGBTQ+ figures in shaping identity and education, Durex positioned itself as a brand that listens, learns, and leads with purpose.
