Toronto Public Health (TPH) is responsible for the health and wellbeing of all 2.8 million residents in Toronto, offering services to protect them against health hazards and diseases, and educating the public on how to maintain, promote and improve their overall health. According to TPH, there are more than 15,000 new cases of sexually transmitted infections in Toronto each year, including as many as 500 cases of HIV.
TPH designed Toronto’s first city branded condom to address this public health issue, and communicated this through the successful condomTO campaign.
The campaign consisted of traditional media and experiential marketing, but relied heavily on social media to deliver key messages and raise awareness of the importance of using condoms for safer sex and normalizing condom use. It is challenging to persuade the public to be interested in discussions on sexual health due to messaging fatigue. However, condomTO successfully brought safe-sex messaging to the forefront of traditional and social media in a humorous, tongue-in-cheek and sexually provocative way.
To become a part of their conversation, use #CondomTO in your posting.