Direct > Use of Media
UNITE FOR AFRICA
AKESTAM HOLST, Stockholm / RFSU (THE SWEDISH ASSOCIATION FOR SEXUALITY EDUCATION) / 2008
Awards:
Overview
Credits
Overview
CampaignDescription
- To launch a new line of condoms.
- Non-profit organisation, very limited budget for both production and media.- Communicate to a youth target audience, aged 15-25.- To raise as much money as possible for the Youth Vision project in Zambia, five Swedish Krona from every packet sold went to the project.
Idea
The campaign was to sell as many condoms as possible. For every packet sold, five Swedish Krona would go to help a HIV project in Zambia. We created a playful concept that communicated; everyone can unite for Africa, as its all for a good cause.Look at the small film (in English) to get an overview of the campaign:http://www.akestamholst.se/awards/love%5Fsupport%5F2/RFSU_400x320.mov
Outcome
RFSU Unite for Africa.RFSU – The Swedish Association for Sexuality Education. RFSU produces and sells condoms to fund their non-profit organization. RFSU is the market leader in the Nordic region, Germany and big parts of Eastern Europe.The purpose of this campaign was to support a HIV-project in Zambia with as much money as possible. To do that we invented a charity condom called Love Support where 60 cents from every package went straight to the cause in Zambia. To sell the condoms we started a movement called Unite for Africa. Results:The good and caring people of Scandinavia rallied to the cause and worked hard all summer. We sold over 75.000 packets of condoms in the Nordic regions which gave 374.000 Swedish krona (62.4972 USD) to the Youth Vision project i Zambia.The PR effect was amazing with over 80 press releases in Sweden (worth 2.9 million krona alone in Sweden) and over a 100 in Denmark, Norway and Finland.On the campaign site we had an average of over 4 minutes, time spent online.The banner ad had a click rate of over 1% (an average ad 0.2%) and an interaction rate of 18% (users playing with the ads interaction).
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