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Durex RED campaign

Durex RED campaign

While AIDS is one of the most frightening STDs in the world, Romania has over 15.000 infected people. The numbers may not be 100% accurate as many people don’t test themselves. Having the sexual safety as a main challenge, Durex wanted to do something about it and launched a global CSR campaign, that we adapted locally through a partnership with ARAS (Romanian Association Against AIDS). In this context of a CSR campaign, 10% of the sales of condoms with red packets were donated to the Association to be used for free testings. Andreea Raicu and Carla’s Dream’s lead singer were our strong voices.