Condom brand Durex proudly took home a crop of plum honors for the #AlwaysComePrepared campaign in the recently concluded PANAta Awards 2019. The awarding ceremony was held at the Marquis Events Place in Bonifacio Global City, Taguig, Metro Manila, Philippines.
An initiative of the Philippine Association of National Advertisers (PANA), the PANAta Awards is now on its 11th year of championing brand building. It honors the brilliance of people and organizations as the game changers behind the industry’s most successful and innovative brand-strengthening campaigns.
As a Brand Builder Champion, Durex received the second highest honor of the night next only to the Grand PANAta: The Brand Rookie of the Year award given to new brands that have entered the market in the past year and shown success in its launch based on the criteria given. The condom brand also received three bronze awards for Excellence in Brand Corporate Social Responsibility, Excellence in Brand Positioning and Excellence in Customer Empowerment.
“It’s truly an honor for us to receive these top awards from the PANata 2019,” Durex Philippines senior brand manager Karol Canlas-Apelo said. “This recognition serves as a testament to the creative efficacy of the #AlwaysComePrepared campaign in our desire to educate young adults by bringing the HIV threat into a more understandable level.”
With the mission of educating on the relevance of proper protection, the #AlwaysComePrepared campaign employed fun and relevant social media content, as well as celebrity influencers to help drive buzz on the advocacy, resulting in positive sentiments. University tours with relevant talks, sample distribution and HIV tests were also conducted along with a call center activation event.
With the support of Boys Night Out as brand ambassadors for the advocacy, the campaign was executed in partnership with the Department of Health, non-government organizations such as the Joint United Nations Programme on HIV and AIDS (UNAIDS) and LoveYourself Foundation. It was launched in response to the alarming rise in HIV cases in the Philippines with 31 people diagnosed daily as of 2018, a 174 percent increase, and the real and immediate need for safe sex in the country.
Also, the campaign has helped relieve the stigma associated with discussing HIV. It brought out into the open discourses on what has been taboo subject matter.
“I wish to extend my congratulations to the men and women of Durex and the people behind the campaign,” UNAIDS country director Dr. Louie Ocampo stated. ”Indeed, this award should serve as further inspiration as we bring to fore the pressing issues concerning HIV.”
Meanwhile, here is a message from UNAIDS featuring Victoria Beckham: