(Durex™)RED #HaveSexSaveLives

Corporate Social Responsibility Social Media and Influencer Marketing

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.

The challenge

Championing Safe Sex to Saves Lives

Our campaign aimed to inform, enthuse, and educate Gen Z on the battle against HIV/AIDS/STIs and the importance of safe sex while creating awareness for the (DUREX™)RED initiative #HaveSexSaveLives. We sought to establish a positive Durex brand halo through the (DUREX™)RED partnership, drive awareness and sales of Durex products and limited-edition (DUREX™)RED tins, and differentiate Durex Canada from its competitors.

The solution

(Durex™)RED-Hot Hero Campaign

Strategic Objectives, Canada’s top PR Agency, 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 results

Scoring big

  • 24K+ Influencer Post Engagements

  • 3.16M+ Earned Impressions

  • 5% Overall Engagement

Results

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Strategic Objectives was founded on the traditional territory of many nations including the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee and the Wendat peoples and is now home to many diverse First Nations, Inuit and Métis peoples.
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