Durex - Social Media

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  • Durex - World AIDS Day 
  • BRIEF:
    Rise global awareness of HIV and AIDS in younger audiences and 
    help promote an HIV-free generation.
    Use World AIDS Day as a platform to run a one-day Social Media campaign to get people involved and help spread the word and not the virus. With the #1Share1Condom campaign Durex would donate a condom on behalf of every person who would get involved on that day. Condoms were donated to active HIV-Prevention projects in local communities across the world. 
    If you want to get involved go to www.1share1condom.com
    The idea 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 doubled the amount of condoms donated.
    The initiative is currently used under the same concept as a yearly project run between Durex and MTV
    The campaign lived entirely on the 1Share1Condom website with a live counter for 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.
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