Why is this work relevant for PR?

Instead of promoting condom use as a family planning method to prevent unwanted pregnancies, the Durex #Always Come Prepared campaign opened-up public discussions about sexual activities still considered taboo and engaged young Filipino adults in dialogues with doctors and other healthcare experts, on the rising incidence of Human Immunodeficiency Virus (HIV) infections and how they can be prevented by using condoms. The campaign moved the topic of unprotected sex and HIV infections, from being misunderstood and often-ignored, to a recognized social health problem that needs to be openly addressed, discussed and solved by different sectors.

Background

Despite a global slowdown, the Joint United Nations Programme on HIV/AIDS (UNAIDS) reports a 174% increase in the incidence of new HIV transmissions in the Philippines since 2010. In 2017 alone, over 12,000 new HIV cases have been reported or an average of 31 individuals diagnosed with HIV every day–mostly from the 15-24 age bracket. Conversations about sexual activities and attendant risks of contracting HIV and other sexually transmitted diseases (STDs), are still taboo in public. The alarming rise in Philippine HIV cases has prompted Reckitt Benckiser, makers of the world’s number one condom brand, Durex, to roll out an advocacy campaign to: 1. Raise awareness on the threat of HIV infections in the Philippines; 2. Encourage condom use as the most effective available protection against HIV 3. Promote Durex as a responsible corporate citizen that safeguards public health; 4. Increase Durex market share by+500bps

Describe the creative idea (20% of vote)

The campaign’s tagline #Always Come Prepared was graphically represented by a quirky visual of a toy soldier using a condom as a parachute – wittily depicting the condom as a reliable and effective safety measure against HIV and other STDs. The playful visual and double innuendo of the tagline made the campaign much more relatable and digestible for the target audience and the public. It made the issue more relevant and fascinating without alienating or sounding judgmental, inviting open and candid views on the topic.

Describe the strategy (30% of vote)

The campaign’s key visuals and tagline were transformed into digital posts and ads on social media platforms and brand assets to effectively reach sexually-active young adults aged 15-24. Durex partnered with UNAIDS and Love Yourself, forming a team with varied capacities but sharing the same dedication in advocating about HIV infection and prevention. Durex partnered with the Department of Health to produce pamphlets about the HIV situation in the Philippines. It included a condom sample to drive the message of how the product can spare a person from HIV infection. The brand tapped Boys Night Out (BNO) as brand ambassadors. BNO is a trio of radio DJs who enjoy a cult following among young adults for their weekday radio talk show’s crazy antics, uniquely challenging games, and candid opinions about love and sex. The show and the trio’s strong social media following played a huge factor in amplifying the campaign.

Describe the execution (20% of vote)

For reach and online engagement, the campaign was simultaneously rolled out on Durex’s social media platforms, including Facebook and Twitter. A launch event also engaged print, broadcast and online media – introducing the campaign’s ambassadors and its key messages, including some sobering data on the rise of HIV cases in the Philippines. To ensure that the #Always Come Prepared messaging reaches those who are most vulnerable to HIV infection, Durex, its partners and brand ambassadors conducted a series of talks at the University of the Philippines-Diliman, Far Eastern University, the Ateneo de Manila University, Lyceum of the Philippines University, National University, and St. Louis University in Baguio. The student audiences listened to informative and entertaining talks on HIV. HIV screenings were also conducted on-site and condom samples were distributed. The same activity was conducted for the mostly young adult call center employees of 20 Teleperformance offices in Metro Manila.

List the results (30% of vote) – must include at least two of the following tiers:

The #AlwaysComePrepared” campaign reached a total of 5,000 students during the university town hall events. A Facebook Brand Lift Study also showed Durex earning 12 points for ad recall, to exceed APAC benchmark by 73%. Using #AlwaysComePrepared, Twitter conversations generated more than 6 million trend impressions and 854,000 promoted tweet impressions. On-ground activations in Teleperformance workplaces reached 40,076 employees. A total of 45,000 condom samples were also distributed during the campaign. Within 10 months, Durex had been recognized as the premier advocate in the fight against HIV in the Philippines . The communications plan implemented during the campaign generated a total of P10.1 million (USD202,000) worth of media values (based on standard ad rates), or a total of P30.4 million (USD608,000) worth of PR values. The ten-month #AlwaysComePrepared advocacy campaign increased the market share of Durex by 912 basis points .