Infection awareness campaign for Trojan condoms to break this week
By Adnews Staff
Church and Dwight Canada of Toronto is about to break a new campaign for Trojan condoms called "Make a Difference." The television ads, which will break this week, are intended to create urgency among sexually active men and women in their early 20's to use condoms as a way of reducing the incidence of sexually transmitted infections. The creative consists of white text on a black background. The various executions use copy such as, "100,000 Canadians a year get Sexually Transmitted Infections that can cause the pain of never being able to have a baby," and, "One in four Canadians with HIV don't tell their partners...because they don't know." The ads were created by Kaplan Thaler of New York and modified for Canadian use by Allard Johnson or Toronto. "Young adult Canadians are aware of the risks of having unprotected sex," said Veronique Hamel, marketing director of Church and Dwight. "The misconception amongst this age group is that STIs are treatable. We want to ensure young adults realize their actions today could impact them for the rest of their lives. We hope these ads will spark a much needed national dialogue about responsible sexual behavior. We believe it is essential to take these advertisements to a broader audience if we are to have a meaningful impact."