27 November 2012 - 12:28pm | posted by | 2 comments

Durex unrolls #1share1condom campaign on social media to promote World AIDS Day awareness

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.”

Comments

28 Nov 2012 - 10:28
EvolutionDezine

Did they consumer test this? Sharing a condom does not sound like the ideal consumer take out if they dont take the trouble to read what it actually means.

I often see hashtags which need explanation, this one does, and its not a hook, is it?

0
0
28 Nov 2012 - 14:31
tadd31's picture

I work on the campaign and so far 98% of the people get it 8)

0
0

Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

THE CO-OPERATIVE BANK BRAND ADVERTISING CAMPAIGN

30/10/2014
Creating a brand campaign for a high street bank is always...

Rock of Ages on Tour

30/10/2014
CONTRACT START/END DATE September/October 2014 DESCRIPTION...

Reed Learning Personalisation with Sitecore

30/10/2014
Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

29/10/2014
Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

28/10/2014
The Challenge Help 123RF stand out against big-name image...