Havas Worldwide spearheaded its first global social media campaign for Durex on World AIDS Day. Durex, the Reckitt Benckiser brand and leading provider of sexual well-being products, looked to engage people around the world in its mission to establish an HIV free generation.
HIV continues to be a global issue, with 2.5m people newly infected in 2011 alone. As a symbol of its commitment to ending these infection rates, Durex looked to donate 2.5m condoms. The campaign was based entirely in the digital arena and simply asked people to donate a condom by sharing one of the many facts surrounding HIV and AIDS with their friends. The aim was to remind people that HIV is still an issue but together we could defeat it.
For every share on Facebook and Ren Ren or tweet with #1share1condom, Durex automatically donated a condom. A website (www.1share1condom.com) was set up to act as a central hub for the campaign and provided live counter showing how close to the target the brand was. The campaign was supported by PR and social media.
The campaign, which launched on November 26th and culminated in a major push on World AIDS day on December 1st, was a huge success. Donations totaled over 2.2 million and then doubled to five million thanks to a generous contribution from Durex. It garnered the support of television personalities, actors, DJs, and HIV supporters around the world and reached over 65 million people in over 165 countries via Twitter alone with millions more through Facebook and Ren Ren.
To find out more, visit www.1share1condom.com.