AIDS awareness campaigns have gone digital. Durex India has taken the message directly to the youth through digital media platforms used by today's youth - social networking sites and mobile messaging platform for its Durex Jeans, the condom brand targeted at the young generation.
In a month-long activity, surfers can log on to the Durex Facebook site to play a game called Bunny Blues.Users have to change the colour of rabbits - which pop-up in the game window - to blue by clicking on them.
The number of rabbits clicked is interlinked with the number of condoms donated. A user will get 60 seconds for a game session and on clicking 10 rabbits, the company will donate one condom.
The game, available as an application, has already contributed about 5893 condoms for donation.
For every 10 bunnies tagged, Durex Jeans will donate one condom to the NGO; this initiative targets at creating a corpus of 50000 condoms.
through the online route while raising awareness about AIDS among the youngsters.
The AIDs awareness messages is also very direct and focused at the youth with tag lines like - 'I am not a positive person', 'I gotto anti-virus', ' I am bug free', 'Get into your Jeans, stop the virus' and these initiatives are tied in with strong ground level awareness campaigns with a bike rally in Mumbai, Grafitti board message in Bangalore, College campus activities through MTV wassup and a tie-in with Levi's where every jeans sold will have a complimentary Durex Jeans in the fifth pocket. All these activities are supported with collaterals like posters, mugs, t-shirts carrying the AIDs awareness message placed at locales frequented by the youth.
In India, 47 per cent users of Facebook.com are in the 15-24 years of age group, as per the data available on online audience monitoring website, Vizisense.com, for October 2009.