Durex launches World AIDS Day social media campaign

Condom brand Durex has launched a social media campaign in the lead up to World AIDS Day that sees the brand donate a condom every time the Twitter hash tag #1share1condom is used, or on Facebook a Durex World AIDS Day image is shared.

The announcement:

Condom brand Durex is launching its first ever global, social media campaign in the fight against HIV, this World AIDS Day.

The global brand is using social media to encourage people to share information about the virus via social media.

The initiative which launches today, will run until 1st December 2012, and see Durex donate one condom for every person – in Australia and globally – who shares the Twitter hash tag #1share1condom during this period.

Facebook fans aren’t excluded either – sharing the Durex World AIDS Day image or video available from facebook.com Durex.Australia will trigger the condom donation too.

Durex has symbolically set a target of 2.5 million condom donations, between the 26 November and 1 December, representative of the 2.5 million people who were newly infected with HIV last year alone.

Durex Australia’s Marketing Director, Chris Tedesco, commented, “The dual purpose of the #1share1condom campaign aims to generate awareness of HIV whilst donating condoms to programmes that make a meaningful difference in HIV-prevention. Ultimately, we hope to contribute to the national effort to reduce HIV transmission by 50% by 2015 .”

“Durex has supported the fight against HIV for many years, however this year, we wanted to do something global to create a bigger impact, and help efforts to reduce transmission rates around the world.”

Durex Australia has joined forces with local HIV prevention organisations on the ground, and through them, will distribute the donated condoms to local, relevant charities, to help combat HIV-transmission.

Locally, the campaign will be supported digitally and through PR, with supporting agencies including Frank PR Australia and Holler Sydney.

The www.1Share1Condom.com campaign website contains information on HIV and more details on how to support the campaign.

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