To keep safe sex messages top-of-mind this summer, two campaigns are using savvy grassroots strategies to reach target audiences. The DC Administration for HIV/AIDS is offering African-American women a fashionable and free way to carry condoms with ConPacts -a combination condom carrying case and beauty compact. On the outside it looks like a typical makeup compact. On the inside, however, in place of blush and powder puff is an insert offering women advice about AIDS.
The ConPacts are being distributed via 25 beauty salons in Washington, D.C. that are patronized by African-American women, who account for 86 percent of area AIDS cases.
The campaign, launched in July by Ogilvy Public Relations Worldwide, provides advice about HIV, condoms and how to broach the subject with men and is part of a larger HIV prevention outreach effort. Each salon will distribute 300 ConPacts.
And Lifestyles condoms sponsored the Simply Greek National Step Show and picnic in July, which reached at least 300,000 African-American college students.
The event is the culmination of five events that feature competitive step routines that involve choreographed march dances performed by sororities and fraternities. Lifestyles' participation involved signage and product giveaways. The campaign's strategy is to link condom use with fun and entertainment.
(Ogilvy, Michael Briggs, 202/452-9409; Lifestyles, Lynn Peterson, 404/231-1132)