Durex

Durex and YouthNet worked together on He Says, You Say: a summer-long campaign targeting 16-24 year-old women with safe sex advice. YouthNet promoted the campaign to young people through TheSite.org.

The campaign

Launched at the start of National Condom Week (8 May) and run for the following four months, the aim of Durex's He Says, You Say campaign was to provide young women with the words to encourage their partners to practise safe sex and wear a condom. With over 400,000 young people turning to TheSite.org each month, Durex recognised YouthNet could help reach its target market.

During the campaign, over 300,000 young people visited the He Says You Say branded areas of TheSite.org, creating nearly one million opportunities to see.

How YouthNet supported the campaign

YouthNet created a 'Supported by He Says, You Say' branded button that featured on 78 of TheSite.org's sex and sexual health-related articles. In addition, a banner advert on a sexual health-themed edition of TheSite.org's In the Loop newsletter was sent to over 14,000 young people and the campaign was discussed by young people on TheSite.org's community discussion boards.

In addition to online activity, TheSite.org endorsed the campaign by adding its logo to a range of marketing materials including postcards, posters and adverts.

Results 

During the campaign, which ran from 8 May to 31 August, over 300,000 young people visited the He Says You Say branded areas of TheSite.org, generating over 900,000 opportunities to see (OTS) the campaign messages.

Durex says:

"We believe that YouthNet was an ideal partner to help us reach out to young people, to promote safer sex and sexual wellbeing through the summer long He Says, You Say campaign. YouthNet put us in touch with the key audience for the campaign, which also raised the profile of TheSite.org, an important and comprehensive young person's advice website."

Charles Shepherd, Marketing Manager, Durex