MTV condom set for launch party

Condom manufacturer Condomi Health UK has partnered with MTV and AIDS awareness organisation Staying Alive to launch an MTV-branded condom on 18 May targeted at 16 to 34-year-olds.

Condomi MD Billy Stone said the co-branding initiative aims to break down the stigma attached to buying condoms with a media push that includes an MTV launch party and unconventional distribution outlets, such as Virgin Megastores.

The brand will receive support from MTV, while a PR campaign by Henry’s House will attract national media attention with a series of stunts. Association of Genitourinary Medicine chairman Dr Colm O’Mahony will be used as a ‘sexpert’.

Stone said the campaign’s social marketing objective will overcome any media concerns about the involvement of Viacom, which owns MTV and set up Staying Alive in 1998.

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