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Global campaign for World AIDS Day to raise awareness and donate condoms to HIV Charities in the world.
Raising awareness of HIV and AIDS on World AIDS Day
We ran a one-day social media campaign on World AIDS Day to get people help us donate 2.5 milion condoms worldwide. Under the name #1Share1Condom Durex would donate a condom on behalf of every person who would get involved with the campaign. Condoms were donated to active HIV-Prevention projects in local communities across the world. 
The goal was to donate 2.5 million condoms -reflecting the estimated 2.5 million new HIV cases in 2011. The amount reached was 2'253.861. Due to the overwhelming succes Durex sent more than 5 million condoms. 
The initiative currently runs as a yearly project run between Durex and MTV.
The campaign lived entirely on the 1Share1Condom website
with a live counter of condoms doanted, recent news, comments, posts, etc.
The website's background was populated with the profile pictures of everyone who got involved. 
Communications where made on-the-day on the usual
Social Media platforms to invite people to get involved. 
Print and other collaterals where created prior to the day
Extensive web coverage in blogs, news websites and Social Media.