Durex (RED)® asks everyone to Give a F**K - fight AIDS epidemic globally
Durex, world’s #1 sexual wellbeing brand today announced its partnership with (RED)®, a nonprofit organization, to fight the AIDS epidemic globally. With the collaboration, Durex aims to drive awareness and instigate behavior change in people towards fighting against HIV/AIDS. It also launched #HaveSexSaveLives initiative, under which a limited edition (DUREX)RED pack has been introduced in India and globally. For every (DUREX)RED pack purchased by a consumer, a part of the revenue will be donated to the Global Fund that fights AIDS.
A minimum donation of $5m will be made to The Global Fund via the (DUREX)RED partnership and The Bill and Melinda Gates Foundation will generously match this figure making it a total of $10m to fight AIDS. The partnership will try helping reinvigorate conversations and activism around HIV/AIDS to transform the health of young women and girls in the country.
Commenting on the partnership, Pankaj Duhan, Chief Marketing Officer, RB South Asia Health said, “
As Durex India, we understand the urgency of providing access, education and information around sexual health and contraception. We believe that this partnership and our initiative together will drive conversations and help increase the adoption of condoms in our country. Through #HaveSexSaveLives initiative, we want to invoke the youth of today to be a torchbearer and an agent of change in society. We are hopeful that they will actively participate in this fight against HIV through the purchase of (DUREX)RED special edition pack.”
As per National AIDS Control Organization (NACO), India had observed around 87,580 new HIV infections and 69,110 AIDS related deaths in 2017. Condom penetration in India stands at only 5.2% today, the biggest reason being the usage of condoms being perceived as a hindrance in the act of sex. Together with (RED), Durex aims to reduce cases of new HIV infections and pregnancies among young women. It also wishes to improve access to sexual and reproductive health services and comprehensive sexuality education in schools, and encourage girl child education.
Durex India also signed an MOU with UNAIDS India, through which it has donated one lakh condoms for free to be distributed among high-risk groups. Additionally, as part of the global campaign, Durex also kicked of #GAF ('Give a F**k), a consumer engagement campaign with the global talent Zara Larsson, a Swedish singer and songwriter. The brand is also identifying ways to reach the highest HIV risk group of Female Sex Workers, to prevent the spread of AIDS epidemic.