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(Durex™)RED #HaveSexSaveLives

To support this important cause, Durex Canada partnered with (RED) to launch their own (Durex™)RED limited-time product, an international fund – and awareness-raiser, encouraging Canadians to join the fight against HIV/AIDS in Africa and #HaveSexSaveLives.

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Did you know...

That 36.9 million people around the world were living with HIV in 2017? And that HIV is now one of the world’s most serious public health challenges?

To support this important cause, Durex Canada partnered with (RED) to launch their own (Durex™)RED limited-time product, an international fund – and awareness-raiser, encouraging Canadians to join the fight against HIV/AIDS in Africa and #HaveSexSaveLives.

Background

Durex Canada challenged Strategic Objectives to create an attention-grabbing Valentine’s Day launch campaign, featuring its limited-edition (DUREX™)RED tin of condoms – where every purchase helps advance the goal of eradicating HIV/AIDS – while positioning Durex as a champion of global sexual wellbeing.

Our original, digital influencer campaign, Put On A Cape, Be A Red HOT Hero #HaveSexSaveLives, was complemented by traditional media relations, and conceived to educate Canadians on the ins-and-outs of safe sex for Valentine’s Day!

The Challenge

Championing Safe Sex to Saves Lives

  • Inform, enthuse and educate Gen Z on the battle against HIV/AIDS/STIs, and the importance of safe sex
  • Create awareness for the (DUREX™)RED initiative #HaveSexSaveLives
  • Create a Durex brand halo through the (DUREX™)RED partnership
  • Drive positive awareness and sales of Durex products and limited-edition (DUREX™)RED tins
  • Differentiate Durex Canada from its competitors

The Solution

(Durex™)RED-Hot Hero Campaign

Strategic Objectives engaged seven English and French Canadian lifestyle Instagram influencers to share stories and celebrate the everyday heroes in their lives, while encouraging Canadians to take the pledge to #HaveSexSaveLives and support (DUREX™)RED's three-year partnership to fight HIV/AIDS.

Our national media relations program, highlighting the limited-edition condom tins as the ultimate Valentine’s Day gift that gives back, made news from coast-to-coast thanks to our va-va-voom Valentine’s Day media mailers.

The Result

Red HOT Results

24K+

influencer post engagements

3.16M+

earned impressions

5%

overall average engagement

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