Durex has had a ‘Kampus Sutra, what’s your position’credit card-sized Z-card produced to promote safe sex among university students. The card not only educated students about safe sex, but also promoted the Durex brand which is ‘the smart choice’ as its thinner, more lubricated and ‘feels gooood’.
Developed by activation marketing specialists Mbongiworks and corporate social responsibility firm Giacomo for Durex, Kampus Sutra is an innovative experiential marketing campaign that highlights the fun side of safe sex. “In view of the need for greater education about HIV and Aids and unwanted pregnancy, we set out to show that safe sex is more fun,” says Thurlow Hanson-Moore, the creative director of Mbongiworks.
“We decided to play on the idea of ‘sex positions’ – linking them to attitudes toward safe sex. Participants were invited to an all-day photo set, where they could invent a new ‘position’ and give it a name for the Kampus Sutra concept. They were then asked to tell us their attitudes and reflect on their ‘position’ about safe sex,” he says.
The Kampus Sutra campaign was taken to the University of Johannesburg, University of Stellenbosch, University of Cape Town and the University of KwaZulu-Natal during March and April, and a nationwide university campus tour is on the cards.
And the campaign was earth friendly too! John Davis, the managing director of PocketMedia® Solutions, explains. “When comparing a standard six-panel Z-CARD® to a three-panel A4 folded leaflet, a research company found that by item-to-item comparison, the products had the same carbon footprint of 0.02kg CO2eq. By then factoring in a Z-CARD®’s 86% retention rate, they found it to be 94% more carbon efficient.”
