DoH promotes condoms as essential everyday items

LONDON - The Department of Health is looking to reduce the rates of sexually transmitted infections by incentivising 18 to 24 year olds to carry condoms, through a new integrated campaign created by Iris.

DoH... new campaign
DoH... new campaign

The activity, which is the latest in support of the Department of Health's Condom Essential Wear campaign, brings together a variety of brand partners such as fashion brands, universities and nightclubs in order to promote condoms as an essential everyday item.

The haircare brand Fudge is running a competition that offers consumers the chance to win a year's supply of Fudge styling products and Mates condoms, while Yellow Hammers Bars is allowing people to queue jump at its nightclubs upon presentation of a condom.

The promotional incentives will also be supported by a specially created Condom Essential Wear website.

Iris was first awarded the Department of Health's sexual health business in 2001. Since then the agency has worked on a number of initiatives for the organisation, including a partnership campaign in 2007 that saw Radio 1, 1Xtra and MTV make safe sex the "issue of the summer".

Steve Bell, the chief executive of Iris London, said: "This new activity is a breakthrough in partnership marketing because it sees very different brands working together on a single-minded aim. The fact that one message is being carried by several brands means the impact will be widespread."