C&D, Mags Seek to 'Make a Difference'

NEW YORK WPP Group media shop Maxus has created a social responsibility and event marketing campaign titled “Making a difference” for client Church & Dwight, which manufactures Trojan brand condoms.

As part of the effort, to commemorate the 25th anniversary of the discovery of the AIDS virus, C&D sent a letter last week to publishers asking them to distribute Trojan condoms at appropriate events.

Several magazines that run Trojan ads have already expressed interest, Maxus said, including Dennis Publishing titles Blender, Maxim and Stuff, as well as several celebrity books.