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As countries prepare to ease lockdown restrictions, Durex reminds people that "normal" wasn't good enough.

Pointing to norms such as shaming women who carry condoms, men not wearing them because they don’t like the "feel," or STIs that are preventable, the brand encourages people to reset "normal" in sex. It is the latest execution of Durex’s "Challenge the norms" positioning, which launched earlier this year and tackles sexual taboos, stigmas and outdated, non-inclusive attitudes. The work was created by Greg Ormrod and Thomas Worthington.