Durex donates condoms in exchange for tweets of HIV facts

The campaign will see the brand joining forces with HIV prevention organisations worldwide in an attempt to create the first HIV-free generation.

The company will donate one condom for every person using the Twitter hashtag #1share1condom throughout the campaign, which runs from 26 November to 1 December.

The condoms will go to global and local organisations that are involved in education to help combat HIV transmission. In Singapore, for example, donations will be made to Action for AIDS.

The brand invites Twitter users to tweet their own comments or a fact about HIV, so long as they include the hashtag.

Facebook users can get involved by adding the Durex World AIDS Day image or video, available on the Durex Facebook page, to their personal walls. This will also trigger a condom donation.

In China, the effort has a major presence on renren.com.

Durex has symbolically set its condom donation target at 2.5 million, which it hopes to reach by the end of World AIDS Day. Shortly before publication, the total stood at about 860,000.

“Durex is committed to improving knowledge and understanding of HIV and to raise awareness of how to prevent HIV transmission,” said Nikhilesh Kalra, strategic commercial director at Reckitt Benckiser Malaysia and Singapore.

He said the brand has identified global and local organisations where combining education programmes with improved access to quality condoms will drive a meaningful difference.

“We’ve supported the fight against HIV over the years, mainly through local projects," Kalra said. "This year we have decided to use our global market presence to create an initiative that will get the world talking and sharing.”