Campaign focuses on sensuality

An advertising campaign for condoms in Lebanon has done away with traditional safe sex warning in favor of a message about sensuality, London International Group PLC, maker of Durex condoms, said on July 19.

"World-wide consumer research found that young adults in particular need positive encouragement to practice safe sex. Lectures about the threat of AIDS are not enough," said Leigh Taylor, Durex regional manager for the Middle East.

The ad, which carries the message "feeling is everything," focuses on the importance of touch and feeling through the use of a central character who is blind.