#1share#1condom is a great initiative by Durex for World Aids Day. For every person who shares a tweet with the hashtag #1share#1condom or share Durex's Aids image or video (seen below) on December 1st, Durex will donate one condom. The target set is 2.5 million condoms representing the 2.5 million who were newly infected with HIV in 2011.
What I love about this campaign, is that it is a great initiative and generates awareness for a worthy cause. By encouraging people to tweet & share, not only are they encouraging people to spread the word, but it is being done for a good cause, making the task a little more easier and rewarding for everyone involved.
While an excellent CSR program, it seamlessly combines offline & online marketing. By donating condoms, durex is increasing brand awareness through traditional methods, but by marketing through online and social channels, it is more cost effective, targeted and increases user engagement online, through increase in mentions, likes & YouTube views.
Making it overall a very successful campaign across all fronts. #1share#1condom.
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