What was the project all about?
Durex and YouthNet worked together on this summer-long campaign targeting 16-24 year old women with safe-sex advice. YouthNet promoted the campaign to young people through TheSite.org, directing them to the dedicated campaign website.
The campaign was launched 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.
How did YouthNet support the campaign?
YouthNet was selected as the ideal partner because of our ability to reach over 135,000 16-25 year olds each month through TheSite.org. YouthNet created a “Supported by He Says, You Say” branded button that featured on 78 of TheSite.org’s sex and sexual health-related articles. Additionally we created a banner advert on a special edition of theSite.org’s In The Loop newsletter which was sent to over 14,000 young people. The campaign was also a hot topic on TheSite.org’s discussion boards.
YouthNet endorsed the campaign with TheSite.org branding to a range of Durex marketing materials including postcards, posters and adverts.
Partnership achievements
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.
Over 300,000 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.
Charles Shepherd, Marketing Manager, Durex, said:
“We believe that YouthNet was an ideal partner to help us reach out to young people, to promote safer sex and sexual wellbeing through the summer long He Says, You Say campaign. YouthNet put us 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.”
