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Article: DoH enlists holiday reps to promote safe sex campaign in resorts.(Iris)(Department of Health )(Brief article)
- Article from:
- Marketing Week
- Article date:
- July 10, 2008
CopyrightCOPYRIGHT 2008 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Department of Health (DoH) is working with holiday reps as part of strategy to promote safe sex during the peak summer holiday season.
The "Condom Essential Wear" campaign, which will target 18- to 24-year- olds, will sign up the reps as "advocates" for the cause.
The campaign has been created by integrated agency Iris with the DoH and COI. It will include a number of initiatives in conjunction with Club 18-30-owned travel brands, 2wenties, Escapades and Freestyle.
Iris group account director Alex Goat says: "This campaign focuses on promoting condom use at 'point of pull' against a holiday backdrop by utilising the unique position that ...