Making the consequence tangible, not the lecture louder
In consumer health marketing, the hardest problems are rarely about information. They are about motivation in the moment. This Durex idea is a clean example of turning a behavior barrier into an experience.
Condoms are a downer. So how does one convince guys to put it on, and make Durex the favored choice.
Using the iPhone, Nicolai Villads, Peter Ammentorp and Raul Montenegro created what is called the Durex Baby application for the iPhone.
How the Durex Baby app worked as a behavioral nudge
The mechanism was simple. If the barrier is that protection feels like a mood killer, shift attention to what happens without it.
The app simulated the realities of having a baby, using the phone as a constant companion device. It turned an abstract risk into a persistent, personal experience that could be felt rather than explained.
Why simulation can change decisions faster than persuasion
Most messaging about safe sex competes with optimism bias. People assume consequences happen to someone else.
A simulation reduces that distance. It makes “later” feel like “now,” and it reframes the trade-off. Short-term inconvenience versus long-term responsibility. When the consequence feels immediate and specific, the decision calculus changes.
The intent behind building it for Future Lions
The app was created for the Future Lions 2010 competition organized by digital agency AKQA and the Cannes Lions Advertising festival.
The business intent is clear. Use mobile to translate a sensitive topic into a playful but pointed interaction that can travel socially and be discussed without heavy moralizing, while keeping the brand associated with the responsible choice.
What to steal from this idea
- Turn abstract risk into felt experience. Simulation can outperform warnings when the audience tunes out lectures.
- Use the device people always carry. Mobile is effective when the behavior change depends on everyday moments.
- Reframe the trade-off. Move attention from short-term friction to long-term consequence in a way people can grasp instantly.
- Make it discussable. Playful interaction can open conversation on topics people avoid in direct language.
A few fast answers before you act
What is the Durex Baby app?
An iPhone app concept that simulates the realities of having a baby to encourage safer choices and reduce resistance to using condoms.
What was the core mechanism?
Behavioral reframing through simulation. The phone delivers an ongoing experience that makes the consequence of not using protection feel immediate.
Why does this approach work better than a warning for some audiences?
Because it reduces optimism bias. People are more likely to change behavior when the consequence feels personal and present, not distant and theoretical.
What business goal does it serve for Durex?
Positioning the brand as the responsible default choice by shifting the decision from mood-based resistance to consequence-based clarity.
What is the main takeaway for marketers?
If persuasion is failing, design an experience that makes the outcome feel real, then let the audience reach the conclusion themselves.
