DoH promotes condoms as essential everyday items

by Matt Williams, Campaign 17-Feb-09, 08:30

LONDON - The Department of Health is looking to reduce the rates of sexually transmitted infections by incentivising 18 to 24 year olds to carry condoms, through a new integrated campaign created by Iris.

The activity, which is the latest in support of the Department of Health's Condom Essential Wear campaign, brings together a variety of brand partners such as fashion brands, universities and nightclubs in order to promote condoms as an essential everyday item.

The haircare brand Fudge is running a competition that offers consumers the chance to win a year's supply of Fudge styling products and Mates condoms, while Yellow Hammers Bars is allowing people to queue jump at its nightclubs upon presentation of a condom.

The promotional incentives will also be supported by a specially created Condom Essential Wear website.

Iris was first awarded the Department of Health's sexual health business in 2001. Since then the agency has worked on a number of initiatives for the organisation, including a partnership campaign in 2007 that saw Radio 1, 1Xtra and MTV make safe sex the "issue of the summer".

Steve Bell, the chief executive of Iris London, said: "This new activity is a breakthrough in partnership marketing because it sees very different brands working together on a single-minded aim. The fact that one message is being carried by several brands means the impact will be widespread."

Comments

Nes Sahinkaya - 17/02/2009

It is refreshing to see this great partnership for one marketing objective. Don't just engage your consumer, also engage other brands that your consumers would relate to! :)