Project Background:
When trying to find a way of implementing this ‘safe sex’ project I discovered through my personal love of hip hop that many lyrics refer to the topic of safe sex- whether addressing pregnancy or STI’s.
Rap it Up
Rap it up is the campaign I created. It is intended to be a Durex sponsored campaign targeting young people by spanning across many different touch-points.
Hip hop lyrics:
The compelling directness of the lyrics appeal to not just hip hop fans, some are funny, some gross. The incidental ‘shock tactic’ of some of the lyrics fit so well in a campaign setting. This meant I basically had ready made content for the campaign, I just needed to curate and refine it. It also appeals to my love of wordplay and puns.
The compelling directness of the lyrics appeal to not just hip hop fans, some are funny, some gross. The incidental ‘shock tactic’ of some of the lyrics fit so well in a campaign setting. This meant I basically had ready made content for the campaign, I just needed to curate and refine it. It also appeals to my love of wordplay and puns.
Rap it up Identity:
The identity for Rap it Up uses a bold yellow and black, which allude to warning signs, demanding attention. The name
‘Rap it up’ is of course a condom pun, and uses bold bubble lettering to reference the hip hop style. The logo mark itself is a vinyl and condom wrapper simultaneously, a secondary visual pun.
The identity for Rap it Up uses a bold yellow and black, which allude to warning signs, demanding attention. The name
‘Rap it up’ is of course a condom pun, and uses bold bubble lettering to reference the hip hop style. The logo mark itself is a vinyl and condom wrapper simultaneously, a secondary visual pun.
Taxi Takeover
As a special one-off marketing technique, campaign branded taxis would be stationed outside nightclubs to target potential new couples and remind them to use condoms. When a couple use the taxi there would be the safe sex rap songs playing loudly inside and instead of taking payment the driver would pay them- in the form of condoms.
As a special one-off marketing technique, campaign branded taxis would be stationed outside nightclubs to target potential new couples and remind them to use condoms. When a couple use the taxi there would be the safe sex rap songs playing loudly inside and instead of taking payment the driver would pay them- in the form of condoms.
Cameras would be set up to capture reactions, then posted on social media with the intention of going viral.
Guerilla Advertising
The campaign is taken to ‘street level’ with the lyrics in stencil graffiti style on walls and skateparks. This appeals to youth culture because the large global brand Durex have taken into consideration how their audience may appreciate being communicated to, and taken the campaign into their environment.
The campaign is taken to ‘street level’ with the lyrics in stencil graffiti style on walls and skateparks. This appeals to youth culture because the large global brand Durex have taken into consideration how their audience may appreciate being communicated to, and taken the campaign into their environment.
Limited Edition Durex Packaging
These are just another way of creating awareness and buzz around the campaign. They hugely differ from the current Durex packaging with the bold lyrics making a real statement on pack.
These are just another way of creating awareness and buzz around the campaign. They hugely differ from the current Durex packaging with the bold lyrics making a real statement on pack.
Dubsmash + Social Media
Dubsmash in an app which allows the user to make a video of themselves lip syncing to songs. I set up some of the lyrics from the campaign to allow people to ‘rap’ about safe sex.
Dubsmash in an app which allows the user to make a video of themselves lip syncing to songs. I set up some of the lyrics from the campaign to allow people to ‘rap’ about safe sex.
The campaign then encourages you to upload/ tag the video with the #rapitup or #safesex hashtags.
Above are examples of the Campaign’s Vine and Facebook accounts, with the user generated content.
