Top 25 Public Relations agency

OBJECTIVE

To promote brand awareness and recognize World AIDS Day and AIDS Awareness Month.

STRATEGY

LifeStyles Condoms dressed up their undeniably recognizable condom boxes in an effort to raise both money and awareness for the worldwide AIDS epidemic. 5W developed the "Pop Art Auction," partnering with YouthAIDS to auction off celebrity-designed condom boxes and raise money for the organization.

5W identified a list of on-brand celebrities and reached out to their management and publicity teams to provide blank condom boxes and sets of art supplies. 5W secured Ashley Judd, Ethan Hawke, Kelly Osbourne, Marc Ecko, Margaret Cho, Dita Von Teese, and Dania Ramirez, among others, to use the array of art supplies and personal objects for decoration or just simply autograph the box with a few quick brush strokes.

As a tangible, consumer-focused initiative to complement a new LifeStyles Condoms advertising campaign while raising awareness for safe sex, 5W conceived and created LifeStyles Condoms Make Out Booth - a condom-dispensing photo booth that offers a strip of condoms with each strip of photos printed out.

Hitting the road, 5W aimed to capture the interest of the 18 to 24-year-old demographic, bringing the booth to events such as Lollapalooza, the Malibu Beach House, the Sundance Film Festival, parties hosted by Perez Hilton, and other venues.

The consumers - and celebrities - couldn't help but jump into the booth. Celebs who have posed in the LifeStyles Make Out Booth include: Kim Kardashian, Lauren Conrad, Perez Hilton, Audrina Patridge, Lo Bosworth, Nick Cannon, Jamie Lynn Sigler, Lance Bass, Leona Lewis, Allison Sweeney and others.

RESULT

Our out-of-the box approach, along with celebrity endorsements and supported by strategic outreach, 5W garnered greater general awareness of the brand and a groundswell of top-tier media coverage including in the New York Daily News, New York Post, CW, Howard Stern, TMZ, Yahoo!, Perez Hilton and many others. We also successfully aligning the brand with relevant and important cause.

NY PR firm - 5WPR

NY PR firm - 5WPR

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