The pitch
Everyone’s agreed to support the fight against AIDS, and the (RED) initiative has been widely applauded around the world. A simple idea that consists in making limited series of products on which part of the profits are donated to research.
For better or worse, condoms are considered medical devices in France.
The good thing is that not just anyone can say anything on it; the bad thing is that even the slightest well-meaning statement has to undergo so many checks and balances that it discourages initiative;
The strategy
With a simple and owneable mechanic for Durex RED, we wanted to ensure unrivalled visibility for the brand in support of the cause it represents. An “activist” PR approach aimed at KOLs, influencers and broadcast personalities.
The results
Nearly 2 M PR contacts estimated, 10 influencers activated for a reach of 325 K.
