Osocio NL

Durex wants you to share its brand, not HIV

Posted by Tom Megginson | 27-11-2012 18:50 | Category: Corporate Social Responsibility



Durex: World AIDS Day

In the run-up to World AIDS Day, Durex has joined the legion of other brands asking social media users asking slacktivists to share their brand in return for a tiny corporate donation. As I have written before, I don’t really like this tactic. But it must work, or people wouldn’t keep doing it.

Here’s what they want you to do: You choose an update from the campaign site, and click to share it through Twitter, Facebook, or Chinese social network renren.com. For each share, Durex will donate one condom to a “local charity” that helps prevent AIDS.


I’m not saying that the end does not justify the means. It’s a good thing to make condoms available to those who can’t afford to buy them (as many governments and NGOs already do). I just think it’s important to participate in these kinds of promotions with your eyes open to the fact that you are providing free media to a for-profit company.

Of course, advertising people love this kind of thing. Alasdair Graham, global ECD for Reckitt Benckiser at Havas Worldwide (creator of the campaign) told The Drum, “We really love this idea; it’s a perfect example of an idea entirely in harmony with the brand’s strategy. Not all brands can genuinely say they’re making a difference to people’s lives across the globe but Durex is certainly one that can.”

As long as you’re willing to share the branded message, that is. It couldn’t hurt, but I wonder if there aren’t better ways to help.

 


Advertiser:
1share1condom (Durex campaign site)
Agency:
Havas Worldwide
Source:
The Drum







My comment



Comment:




Your comment will not be visible until a moderator approves it.








Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.







Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.





image of a graduation cap

Recent in Academy


Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)