In conjunction with World AIDS Day on 1 December, Durex has launched the "Raise Up 4 AIDS" Facebook fundraising campaign, which encourages Malaysians to show their support by tagging their names on AIDS awareness messages on the "Raise Up 4 Aids" application.
Durex aims to collect 10,000 tags and will donate RM10,000 to the PT Foundation and 10,000 condoms to the Malaysia AIDS Council.
"Our objective for this campaign is to engage and interact with consumers, not so much on driving sales," said Nikhilesh Kalra, strategic commercial director of Reckitt Benckiser.
The campaign extends to on-ground activation, when on 1 December, local comedian Harith Iskandar will be lifted off the ground with helium balloons at the main entrance of Berjaya Times Square.
Harith Iskandar joined the Malaysian AIDS Council, PT Foundation and Durex Malaysia to raise funds for the HIV Intervention programmes.
This campaign promotion is focused on digital media such as Facebook banner ads.
"Raise Up 4 AIDS" campaign creative was developed by Saatchi & Saatchi Arachnid, while media execution was done by ihub Interactive and PR is handled by Edelman.