Bold New (DUREX TM)RED Campaign Carries Message of Passion and Compassion #HaveSexSaveLives
As part of an ongoing commitment to sexual health education, the new (DUREX TM)RED campaign will encourage consumer to #HaveSexSaveLives while raising awareness around the fight against AIDS in Africa.
TORONTO, ON – November 27, 2018 – When looking to cut through the clutter of an extremely crowded market, Durex turned to Vizeum Canada when they needed to roll out an impactful campaign to engage GenZ condom users.
“Recognizing that this audience is perhaps the hardest to reach in history in terms of the volume of content thrown at them every day the campaign needed to be bold. It had to speak their language while also establishing Durex as a brand whose values align with their target,” said Adrian Capobianco, President, Vizeum Canada. “Combining an “in your face” approach tempered by the compassionate spirit behind the campaign Durex stays top of mind as a leading condom manufacturer with a conscience.”
In addition to raising awareness around the Durex product line, as well as the limited (DUREX TM)RED product, this three-year global partnership includes a minimum commitment of $5 million to support (RED)’s mission to end AIDS. The Bill and Melinda Gates Foundation will match fund RB’s commitment, taking the total to $10 million.
Targeting a GenZ audience, Vizeum have gone 100% digital with this campaign with an emphasis on content and a robust influencer strategy. The duality of the provocative hashtag - #HaveSexSaveLives - plays into themes of both passion and compassion and is intended to create a movement and raise awareness leading into World AIDS Day.
The Story Lab, also part of the Dentsu Aegis Network, collaborated with Vizeum Canada to engage Much’s Digital Studio and work with influencers of different cultural backgrounds and sexual orientations. Creative elements of the campaign will feature global spokesperson Zara Larsson as well as cameos from celebrities including Thandie Newton, Tyler Oakley and Christian Navarro among others.
The content strategy includes a partnership with VICE - three articles will be developed focusing on the theme of sex education. A targeted, multi-channel paid social media campaign will also feature a Snapchat takeover on December 1, World AIDS Day.
About Vizeum Canada
At Vizeum Canada we’re all about creating connections – between clients and their stakeholders – and leveraging data and insight to do so in meaningful and impactful ways. We partner with our clients to develop a deep understanding of their challenges and then determine how we can leverage the power of media to support their business objectives. To learn more about Vizeum please visit http://vizeum.ca/.
About Dentsu Aegis Network Canada
Dentsu Aegis Network Canada Innovates the Way Brands Are Built for clients through best-in-class capabilities in media, digital, data and creative communications services. The network’s focus on the digital economy and the distinctive products and services are delivered through agencies Amnet, Amplifi, Carat, Cardinal Path, DentsuBos, dentsu media, D2D, GRIP, ICUC, iProspect, Isobar, MKTG, The Story Lab, Vizeum and 360i. As one of the top ten global Dentsu Aegis markets, the Canadian team is headquartered in Toronto and serves clients through a national network of offices in Vancouver, Calgary, Montreal, Saint John and Halifax with more than 1,400 dedicated specialists. www.dentsuaegisnetwork.ca
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