Durex is today launching its social media campaign #1share1condom ahead of World AIDS Day, with the company to donate one condom to charities which make a difference to HIV education and prevention for every social media interaction with the initiative.
Created by Havas Worldwide, the social media campaign aims to donate 2.5 million condoms to charity: a figure chosen because 2.5 million people were newly infected by HIV in 2011 according to UNAIDS.
Culminating in a major push on 1 December, World AIDS Day, the campaign for the Reckitt Benckiser-owned brand asks people to help Durex donate a condom by sharing one of the facts surrounding HIV and AIDS with their friends.
The website www.1share1condom.com has been set up as a hub for the campaign and will feature a shareable Durex-produced World Aids Day video as well as a live counter to show how many condoms have been donated at that point.
Alasdair Graham, global ECD for Reckitt Benckiser at Havas Worldwide, said: “We really love this idea; it’s a perfect example of an idea entirely in harmony with the brand’s strategy. Not all brands can genuinely say they’re making a difference to people’s lives across the globe but Durex is certainly one that can.”