Condoms are the only effective barrier against AIDS. Each year, condom brands go into partnership with associations and health organizations in order to jointly fight against AIDS. They also take the opportunity of some events to implement communication and awareness campaigns.
Here below are three examples of associative partnership.
- “Sidaction”
It is a French association which fights against AIDS. Sidaction is an event made possible thanks to the French media mobilization (TV and radio stations) during three days of awareness, information and mobilization. Durex is the only condom brand to be partner with this event. Each year on December 1st, for the occasion of the World Day against AIDS, Durex organizes a solidarity chain.
- “Solidays”
It is a French music festival, organized by Solidarité Sida, with an associative goal: aiming to prevent AIDS. Durex is again partner of this event.
In 2007, during the Solidays ninth edition, with the French association “Une idée en l’air”, Durex proposed to “s’envoyer en l’air” thanks to an original activity: bungee jumping. Indeed, Durex emphasizes a strong sensation we could enjoy alone or in pairs.
- “AIDES Association”
It is again an association which fights against AIDS. In 2014, AIDES Association launched a new national awareness and sensitization campaign with posters, TV and radio spots, games and distribution of Intimy condoms to prevent HIV. As we explained in the article ‘Intimy Brand Strategy’, Intimy was created by the “Laboratoires JuvaSanté”. At the end of August 2013, the “Laboratoires JuvaSanté” launched a new range of condoms. To rapidly promote their new range, they created a zouk CD in partnership with AIDES Association for the purchase of two condoms boxes. For each recorded CD by the “Laboratoires JuvaSanté”, one euro is given to AIDES Association. During the past summer, about 100,000 condoms have been purchased.
Durex is also partner of this association. As part of Sidaction, Durex launched on its Facebook page a game: 1 like = 1 condom given to AIDES Association. On the morning of December 1st, there was already 38,514 likes.
What results from all these examples is again Durex domination and supremacy about communication campaign regarding associative partnership. Intimy made also associative partnership. But, what is surprising is the Manix absence regarding associative partnership.
However, Manix participates to essential days without partnership with associative organizations. For example, during Valentine’s Day, Gay Pride, Sidaction or the World Day against AIDS, Manix proposes to use its condoms like an advertising object. It is an original concept where anyone can give out Manix condoms at the image of his/her company. It is possible to customize the condom packaging.
Written by L.K
Sources:
Sidaction official website
Solidays official website
Solidarité Sida official website
Une idée en l’air official website
AIDES official website
Manix official website
“Une chaîne humaine contre le SIDA” article extracted from Le Parisien newspaper
“JuvaSanté sur un air de zouk” article extracted from JDN, Jounal Du Net
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