The #carryacondom campaign demonstrates that carrying a condom is not something to be embarrassed about or to be viewed as promiscuous. It aims to help remove the stigma that young people have about the use of condoms with the hopes to reduce the number of STI cases that are rising within 16 to 24 year olds. The campaign uses imagery of everyday activities to project the message that carrying a condom is as normal as any of these day to day occurrences. The use of bright, striking photography speaks the message without the need for too much detail and the slightly surreal aspect by the use of a Durex condom in unexpected places makes them eye catching to the viewer. The colour of the condom used for the photographs was chosen to make it stand out from the background with the use of minimal text due to the imagery speaking for itself. The clean, sans-serif typeface Circular Std compliments the Durex logo and is highly legible in both printed and digital media. This is primarily a poster campaign however, has also been developed to be used as a social media campaign due to the increase in the use of social media by the selected target audience. The use of a hashtag was created as this is the most effective way to quickly spread the message amongst young people through sharing the imagery across different platforms.
White Pencil
Minimal text was added due to the imagery speaking for itself. Each design has a simple sentence relating to the photographs as well as the tagline. The simple, sans-serif typeface Circular Std has been used due to the high legibility. This is primarily a poster campaign as the photographs used are bold and eye-catching which is best captured when presented in printed format. However examples have been included as to how these images could also be used on various online platforms due to the increase in the use of social media by the selected target audience. The use of a hashtag in the tagline allows this campaign to be talked about online, spreading the message throughout various platforms.
White Pencil
Minimal text was added due to the imagery speaking for itself. Each design has a simple sentence relating to the photographs as well as the tagline. The simple, sans-serif typeface Circular Std has been used due to the high legibility. This is primarily a poster campaign as the photographs used are bold and eye-catching which is best captured when presented in printed format. However examples have been included as to how these images could also be used on various online platforms due to the increase in the use of social media by the selected target audience. The use of a hashtag in the tagline allows this campaign to be talked about online, spreading the message throughout various platforms.
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