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
GOAL & RESULTS:
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