World Aids Day 2016

18 January 2017

To mark World AIDS Day 2016 Premier was commissioned by the world’s leading sexual wellbeing brand to deliver an integrated PR and social media campaign to help raise awareness of the risks associated with unprotected sex amongst young people around the world.

The disruptive stunt, which built on our PR Week, Social Buzz and UK Social Media Award winning #CondomEmoji campaign, focused around a global poll which named the umbrella as the "unofficial safe sex emoji". The campaign delivered coverage around the world, and trended in places as diverse as India, Nigeria and France on World AIDS Day.

Premier was responsible not only for the campaign creative, strategy and global PR sell-in, but also created a full social media content calendar and ran a "newsroom" style reactive campaign in the week of World AIDS Day, driving global engagement and conversation across Durex social channels.