Safe Sex

Teen magazine Sugar has struck a sponsorship deal with condom maker Durex to encourage its readers to practise safe sex.

The partnership was prompted by the high number of unwanted pregnancies and sexually transmitted diseases among teenagers.

It will include a 12-page sponsored editorial section in the May issue, designed to educate readers and raise awareness of contraception, particularly condoms.

According to Sugar, it is the first time Durex has promoted itself through a magazine in this way.

Zoe Lawrie, Durex UK brand manager, said: “It is vital we are able to communicate safer sex messages to young people. Our partnership with Sugar provides a trusted, relevant and comfortable environment in which to talk about these sensitive issues.”

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