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.