Fishermen Integrated and Durex Promote Safe Sex to Malaysian Public University Students With #KitaKitaJe

Fishermen Integrated and Durex are continuing their mission of spreading awareness on the importance of practicing safe sex.

The team recently rolled out #KitaKitaJe, a new sex education initiative focused on 18-to-24-year-old Malaysian public university students, in response to recent reports on the alarming rise of new HIV cases among tertiary students in the country.

The campaign leverages local slang, as a way of circumventing some of the barriers posed by social media, to educate students on staying protected from sexually transmitted infections (STIs). 

“It is well known how local students are discouraged from learning and discussing safe sex in public universities and schools. And it’s no better on social media, with community guidelines and censorship hindering them from being open and upfront when talking about sex online.

The simple insight behind #KitaKitaJe is that young people are already using local cultural euphemisms and slangs to talk about sex without the ‘grown ups’ catching on. So what we did was to leverage this behaviour to talk about safe sex on social media, without the censorship algorithms catching on,” said Andrew Perera, Fishermen Integrated Creative Director. 

Commenting on the campaign title, Fishermen Co-Founder and Group Brand Director, Joyce Gan explained that #KitaKitaJe, which translates to “Just Between Us”, is a term used between confidants referring to secrets, inside jokes and shared experiences.  

“It’s something local youth immediately catches on to, and has the “IYKYK” (If You Know, You Know) effect. #KitaKitaJe is also unclaimed by any establishment, so this is an opportunity to connect it to Durex as the brand leader in sexual wellbeing, by using the term as a figurative “umbrella” for local public university students to come together and have these intimate conversations in a safe space,” she added. 

The campaign features a series of social postings and clickbait videos, covering different sex education topics each week in a fun and cheeky manner using the the #KitaKitaJe lingo, which mirrors the way young people subtly chat about sex amongst each other.