Durex unveils social media campaign to battle spread of HIV

Durex has launched a global social media campaign that will commit it to donate one condom for every social media interaction with the initiative in the run-up to World AIDS Day on 1st December, as the Reckitt Benckiser-owned brand seeks to engage people around the world in its mission to establish an HIV-free generation.

The #1share1condom campaign, created by Havas Worldwide, will see Durex aim to donate 2.5 million condoms to charities that can make a meaningful difference to HIV education and prevention in local communities around the world. The target of 2.5 million condoms underlines the fact that HIV continues to be a global issue, with 2.5 million people newly infected in 2011 according to UNAIDS.

#1share1condom is a digital campaign that simply asks people to help Durex donate a condom by sharing one of the many facts surrounding HIV and AIDS with their friends. The aim is to remind people that HIV is still an issue, but that together we can defeat it.

For every share on Facebook or Ren Ren, or Tweet with #1share1condom, Durex will automatically donate a condom. 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 that shows how close participants are to reaching the 2.5 million condom target.

Havas has created all assets for Durex’s campaign, including the www.1share1condom.com website, a call-to -action video, YouTube channel, banner advertising, and designs for Facebook, Twitter and Google+. #1share1condom will be further supported by social media management by Havas Worldwide London.

Alasdair Graham, Global ECD Reckitt Benckiser, 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.”

The campaign launches on 27th November and will culminate in a major push on World AIDS day on 1st December.

Credits:
Client name: Nicky Wright, senior brand manager, Reckitt Benckiser
Brief in one line: On behalf of every person who gets involved by sharing an HIV message, Durex will donate a condom to an HIV prevention project.
Agency: Havas Worldwide
ECD: Alasdair Graham
Writer: Sarah Kahn-Varda
Art Director: Ian Gallais
Planner: Yelena Gaufman
Social media planner: Claire Adams
Producer: Christophe Taddei
Designer: David Cardona
Account Management: Chris McIsaac / Neha Gupta

 

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