Durex and YouthNet launched a campaign at the start of National Condom Week 2006, and ran for a total of 4 months. The aim of the campaign was to provide young women with the words to encourage their partners to practice safe sex and wear a condom and was driven by Durex, with YouthNet providing the perfect platform for them to reach out to their target audience.
Durex targeted women in the age group 16 to 24 years, with safe-sex advice. YouthNet promoted the campaign to young people through TheSite.org, directing them to the dedicated campaign website.
YouthNet was selected as the ideal partner because of their ability to reach over 135,000 in age group between 16 to 25 year olds, each month through TheSite.org. YouthNet created a branded button “Supported by He Says, You Say” that featured on sex and sexual health-related articles. Additionally, the campaign created a banner advert on a special edition of TheSite.org.
YouthNet endorsed the campaign with TheSite.org branding to a range of Durex marketing materials including postcards, posters and adverts.
By selecting YouthNet as the partner for this campaign, Durex gained access to a large audience of young people, helping them to increase brand awareness and understanding of sexual health issues and campaign messages in a direct and interactive way.
The young people visited the ‘He Says, You Say’ branded areas of TheSite.org, generating an impressive 900,000 opportunities for the campaign messaging, including the Durex brand, to be seen.
YouthNet was an ideal partner to help them reach out to young people, to promote safer sex and sexual wellbeing through the summer long ‘He Says, You Say’ campaign. YouthNet put them in touch with the key audience for the campaign, which also raised the profile of TheSite.org, an important and comprehensive young person’s advice website.
Comments are closed.