Durex asks Santa to promote safe sex
Street Santas give out thousands of condoms in key Toronto locations.
Durex asked Santa and his sexy elves to spread the ‘safe sex’ message during the holidays. Early this morning the Santa street team hit key downtown Toronto locations, distributing over 11,000 condoms to adults both nice and naughty.
Kim Roman, VP, consumer lifestyle practice at Toronto based GCI, which helmed the campaign, tells MiC that the promotion to encourage Canadians to have a ‘safe’ holiday season ties in with the 2008 Durex Sexual Wellbeing Global Survey, which reveals that Canadians have more partners than their counterparts around the world.
To create buzz around the OOH event, event listings on CraigsList.com and Yahoo.com were utilized. As well, local radio stations such as the University of Toronto’s CFRE FM Radio will promote the event and dole out Durex hampers.
Cable shows such as Sex at 11 on Rogers Cable have also hooked up to create buzz around the event, which will run at locations such as York & Front, King & Bay, Yonge & Dundas, Yonge & Bloor and Queen West & John (in case you were planning a stroll).