HIV is one of the most prevalent disases across the world, which is why Durex is preparing the #1share1condom campaign that looks to help promote awareness as we approach World AIDS Day 2012.
The #1share1condom program is exactly what it sounds like; for every share, comment or like on Facebook and Twitter, Durex will donate one condom to those who don't have access to them. In 2011, 2.5 million people were infected with HIV and Durex is using that number as a goal for the number of condoms they hope to donate through the #1share1condom campaign.
Users can visit the #1share1condom website for an up-to-date listing of how many condoms have been donated. World AIDS Day 2012 is on December 1st, so keep sharing to make HIV/AIDS a thing of the past.
Conscious Contraceptive Campaigns
Celebrate World AIDS Day 2012 with the Durex #1share1condom
Trend Themes
1. Conscious Contraceptive Campaigns - The trend towards promoting awareness of contraceptive methods that take into account the moral and ethical considerations.
2. Digital Cause-related Campaigns - The trend towards using social media platforms for cause-related campaigns.
3. Charitable Value-added Marketing - The trend towards corporate social responsibility initiatives where companies value-add to their products based on philanthropic activities.
Industry Implications
1. Pharmaceuticals - There is an opportunity for pharmaceutical companies to rethink their marketing strategies and reposition ethical and socially responsible branding of contraceptive products.
2. Social Media Marketing - There is an opportunity for social media marketers to develop unique campaigns that can create positive social impact.
3. Corporate Social Responsibility - There is an opportunity for companies to integrate philanthropic activities as part of their brand image in order to gain market share and appeal to socially aware consumers.