The County of Los Angeles is tasked with promoting condom use, and it does so through the LA Condom Campaign. This campaign has handed out over a million condoms per year at events and through local businesses, as well as through direct distribution. Prior campaigns have involved a design contest for custom LA-themed condom wrapper graphics and an advertising campaign involving dramatic photography of players from local men’s sports teams.
In collaboration with good pr., we crafted a message that was short and sweet – and slightly cheeky. In order to involve teams from additional sports and to increase the exposure of the campaign on social networks, we hosted a photo and video contest which takes advantage of the Instagram platform for awesomely simple entry. A Facebook utility also allowed contestants to upload photos from their albums and to Like and Share other contest entries.
Public outreach continued in earnest through our sports teams and our dressed-up “Condom Mobile,” all encouraging men to share how they #SuitUpLA on Instagram and Facebook. To take advantage of the wild social media frenzy surrounding Halloween and the strong themes of health and equality in social media posts amongst gay men, we provided bonus hashtags to help inspire additional photo and video ideas.
Even better, we took advantage of a robust platform which allowed site visitors to view contest entries and information on mobile devices, and which allowed staff to more easily moderate submissions – maximizing our entries while minimizing staff time.
The results are still coming in, so stay tuned!