Festival-goers get luminous condoms and wet wipes
The Department of Health is targeting festival-goers this summer in a partnership marketing campaign that will see it hand out glow-in-the-dark condoms.
The “Condom Essential Wear” integrated campaign, created by Iris, will see the DoH team up with Mates Condoms, mobile beauty service Vanity Van, Reading Welfare Point and Cosy Camper, to distribute the “Turn It On” condom carry packs.
They will be available at major UK festivals, including Bestival and the Reading and Leeds Festivals.
The packs have been designed to help those party-goers that forgot to pack a torch. It contains two condoms and a wet wipe, which are glow-in-the-dark.
In July last year, the DoH worked with holiday representatives as part of its ongoing safe sex strategy during the peak summer holiday season.
In a campaign targeted at 18- to 24-year-olds, it signed up the reps as “advocates” for the cause and included a number of initiatives in conjunction with travel brands owned by Club 18-30.
Face-to-face activity saw representatives provided with condoms donated by Durex to give away. Ambient and direct marketing also include ticket wallets, luggage stickers and brochure ads.
The campaign ran in resorts such as Tenerife, Corfu, Zante and Ibiza.
