Trojan encourages youth to 'evolve' in Web effort
PRINCETON, NJ: Church & Dwight Co.'s Trojan condom brand recently kicked off its largest online initiative, "Evolve One, Evolve All," in partnership with MTV Networks Digital Fusion. The condom maker hopes to provide young US consumers with an outlet to discuss sexual health in an engaging environment.
Building on its ongoing sexual health campaign “Evolve,” Trojan will use its new Web site, EvolveOneEvolveAll.com, to connect with sexually active young adults, ages 18 to 34, on issues involving STDs and teen pregnancies. In addition to sexual health statistics, the site provides consumers with the chance to upload videos concerning their opinions about condom use. Digital content from celebrities is also included. According to the level of interaction a consumer has with the site, Trojan will donate a certain number of condoms to at-risk Americans.
“We're very disappointed with the vast amount of government spending only on abstinence education... America has some of the worst sexual health statistics in the world,” said Jim Daniels, VP of sexual health marketing, pointing out that 19 million Americans contract an STD every year.
AOR Edelman is supporting the efforts, which began in late October. Media outreach will include entertainment and media trades, and pop culture bloggers. It will target social networks with embeddable widgets that users can download from the site and upload to social networks.
“[Online], we have fewer restrictions about what we can do and say,” Daniels added. “We looked at our consumers and saw that they were spending significant amounts of time online.”
Trojan has also recently engaged in several initiatives to educate young consumers, from college surveys of sexual health practices to on-campus promotions.
