Durex: World AIDS Day
On December 1st, it’s World AIDS Day, a day dedicated to raising awareness about this virus that seems to be largely forgotten. Generation Z has heard very little about it, and despite significant advances in science for its treatment, AIDS remains a widespread virus that can lead to serious complications. That’s why on December 1st, 2021, Durex Italy wanted to create a series of posts that shed light on the virus, explaining what HIV is, what AIDS is, and how to prevent and fight it. The project was in collaboration with two longstanding partners of the brand: the Italian Red Cross and Dolly Noire.
Brief: a comprehensive project that told in a simple way what AIDS is, what HIV is, how to live with the virus, and how to avoid contracting it. The project is related to the World AIDS Day, set for December 1st.
Purpose: raise awareness among Gen Z and Millennials of the '90s about the use of condoms, the only barrier tool against AIDS.
Target: Gen Z and Millennials.
ADV: no, it was an organic campaign; a hero content was made for adv only.
Strategy: Elisa Malizia
Copywriting: Elisa Malizia
Concept: Elisa Malizia
Visual: courtesy of the respective agency