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. In addition, Vibe said it intends to participate, as have gay-targeted publications The Advocate and Out.

The letter cites a series of sobering statistics: 65 million Americans have an incurable sexually transmitted disease and there are 3 million unwanted pregnancies each year.

“Other than abstinence, the best way to protect oneself from STDs and unintended pregnancies is to use a condom every time one has sex,” C&D’s vp of sexual health James Daniels and Maxus print director Virginia Rowe, said in the letter.

“A key component in accomplishing this task is to provide condoms in a manner that is convenient, relevant and responsible. We ask you to help make a difference by identifying relevant events where condoms can be properly distributed to attendees. …Together we can empower readers to have fulfilling, responsible and healthy sexual lives.”

The term of the campaign will depend on the interest level of publications, Maxus said.