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The 12 Sexually Transmitted Infections of Christmas: Holiday Social Marketing Campaign

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Leave it to the Brits to come up with a really effective (and provocative) social marketing campaign that promotes safe condom use. Set to the tune of The 12 Days of Christmas, this new version is not only funny and entertaining, it even has little animations to go with it.

With a tagline that says, "Don't Play the Sex Lottery. Use a Condom," the viral social marketing video should be making its way around the globe easily, especially with the younger demographic. I know, I know, how did a Boomer like me receive it? My daughter's girlfriend, a med school student, sent it to her.
Nonprofit marketing is tough enough in good times. But, in tough economic times, it grows even more difficult. You really need to stand out to get noticed, and that's a challenge with budget cutbacks or little budget. This video is a great example of using few funds to create widespread awareness for a social cause. It'll be interesting to see how many page views this group gets and how many Brits actually call the Sexual Health Hotline.
Take a look for yourself. What do you think? Do you think something like this could work in North America?
The campaign seems to be funded in part by NHS Choices, a coalition of government and healthcare agencies. Check out the other resources and videos on their site, too.
BTW, Happy Holidays to all my friends at MarketingProfs Daily Fix!

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A Canadian who relocated to the U.S., Elaine Fogel is president and CMO of SOLUTIONS Marketing & Consulting LLC, a boutique marketing and communications agency located in Scottsdale, Arizona. During her career, Elaine has worked for, and with, many organizations, associations, and businesses, across North America, on marketing strategy and communications tactics.

From her earlier agency career assignments freelance copywriting Procter & Gamble, Nestlé Carnation, and Kraft materials, to “inside” senior-level marketing positions, Elaine’s passion for marketing has evolved to helping clients reach new heights through strategic brand-building, integrated marketing communications, and customer orientation.

She has been a contributing writer for The Business Journal and her articles have appeared in many publications, including the Stanford Social Innovation Review, Marketing News, The Arizona Republic, Advancing Philanthropy, and several association publications. She has been interviewed by CNN, Connect Magazine, and The Capitol Times, and her content was included in Guerrilla Marketing for Nonprofits by Jay Conrad Levinson, Frank Adkins, and Chris Forbes. Nonprofit Consulting Essentials by Penelope Cagney. and Share of Mind, Share of Heart by Sybil F. Stershic.

Elaine is a Faculty Associate at the Arizona State University Lodestar Center for Philanthropy & Nonprofit Innovation and a professional member of the National Speakers Association – she does keynotes and presentations on business and nonprofit marketing, branding, customer orientation, and cause marketing at conferences and meetings.

Elaine’s career has also included stints as a cookbook author, teacher, singer, and television show host. A golf and tennis enthusiast, Elaine is enjoying life in the sunny Sonoran Desert while serving clients across North America.

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  • by Lewis Green Wed Dec 17, 2008 via blog

    Elaine, The campaign might work in Canada but I have my doubts about its success in the U.S. I can already hear and see the demonstrators clamoring for abstinence. Not a bad thing but pretty daunting if you are an organization fighting for safe sex.

  • by Elaine Fogel Wed Dec 17, 2008 via blog

    Thanks, Lewis. I guess it must be my Canadian sensibility that makes this video hilarious to me. You know... Canadians, Brits...we share a similar sense of humor (humour).

  • by CK Wed Dec 17, 2008 via blog

    Thank you for pointing this out. Of course, I love it. The fact is, STDs are still prevalent and need really innovative (and, yes, humorous) campaigns. Might it offend some? Sure. I mean, they're talking sex (eek!) and they're showing animations (eek!) and it's an x-mas song. But the intention sure is pure ;-). I'll give this some more thought...might even ask some of my readers to weigh-in. Have a very, merry holiday and happy new year with your family.

  • by Elaine Fogel Thu Dec 18, 2008 via blog

    Thanks, CK! I always enjoy your input and blog posts. Have a wonderful holiday,too.

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