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Global campaign for World AIDS Day to raise awareness and donate condoms to HIV Charities in the world.
Raising global awareness of HIV
and AIDS in younger audiences
Using World AIDS Day as a platform to run a one-day Social Media campaign, we got people involved and help us donate 2.5 MILLION condoms worldwide. 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. 
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 over 5 MILLION condoms.
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.