In last week’s class of Advanced Marketing Communication, the guest speaker showed us a Youtube video, which caused a heated discussion in class that day.
It is very interesting that Durex created an application on Facebook, the most popular and growing social networking community in global. However, after thinking deeply, you will find it is an innovative and meaningful action. This Facebook application for Durex (The Durex Sex Tree) is an application that aims at promoting safe sex and heightening awareness of the youth about the importance of using a condom.
Social medial marketing programmes could become central to the work of the Durex Network since their aim is to overturn attitudes and behaviours that impede safer sexual practices. Social media programmes use the same techniques as commercial marketing but applies them within a social and healthy context to encourage people to change their behaviour. Its approach relies on the identification of specific, achievable and measurable behavioural goals which are reached through systematic processes phased to address short, medium and long term issues in specific target audiences. According to USAID, social marketing has been the single most important contribution that the family planning field has made to the prevention of HIV/AIDS and other STIs. The Durex network, including application on Facebook, is committed to promoting responsible and safer sex in an innovative vivid way to support the sexual health initiatives as wide as possible.
So will the next step for Durex is creating an application on iPhone/iPad or even a 3D vitual game to promote safer sex?
This is quite interesting. Durex has once released a viral campaign for iphone before which let people to experience having a baby. Once the app is installed, it requires people to purchase a durex condom and scan the QR code of it in order to uninstall it. However, the app is still can be uninstalled by deleting it.
ReplyDeleteyeah. i also know the baby app that is an assumption of having a baby. thus, the users should take care of the baby such as feed them, hug them, sing songs for them and etc. also, Durex would like to mention that it is a hard work to take care of the baby, thus have a safe sex.
ReplyDeletei think it is an innovative and interesting. however, i am wondering how many people would like to experience this kind of campaign, because i think this kind of app includes the educating meaning.. so how many people really think it is fun and would like to experience that.
I think nowadays iphone users are becoming younger and younger. I wonder if this app gona lead inappropriate sex value or opinion towards those young kids.
ReplyDeleteIt's a creative and social way to get the message across but it can be dangerous as well. They're using the 'scare marketing' tactic in a way, where the influence is based on making you scared of what can happen. Showing stats that 'you've had sex with x number of people indirectly' might make some people feel anxious.
ReplyDeleteThe Australian government used the scare tactics in the campaign against smoking but changed it to be more empathetical. The advantage of the Durex campaign is that it's easy for people not to be exposed to it it they don't want to.
Roni you make a good point, it's easy not be exposed if you choose not to. However, saying that, I think this is an excellent campaign. Especially seeing that counter, it will definitely get people thinking.
ReplyDeleteGood work Stephy!