Be a #CondomHero

Be a #CondomHero, PREMIER with UNILAD / Durex
Durex research revealed that more than half of 18-24 year olds are having regular unprotected sex!

In response, PREMIER and UNILAD created #CondomHero, which launched across 40+ countries on World AIDS Day 2017. The provocative campaign succeeded in generating global debate, using disruptive content to put the idea of condom use and safe sex back on the agenda for Generation Z.

Achieving over 3.5 million organic video views in just 48 hours, a cost per engagement (CPE) of just 1.6p and coverage in 5 continents, the campaign prioritised authenticity over sales to motivate a genuine change in attitude and behaviour.