What's the value of a tweet?
Apparently, one of your 140-character Twitter posts is worth the equivalent of one condom -- or at least that's what Durex is saying with its wacky (and admittedly innovative) new Twitter campaign.
In an effort to stop the spread of HIV, condom manufacturer Durex is donating one condom for every tweet that contains the hashtag "#1share1condom," now through Dec. 1st. The company will also donate a rubber each time one of its World AIDS Day images or videos are shared on Facebook.
One of these sharable Durex images can be seen below. It and others can be found on Durex's official Facebook page.
This is certainly the oddest social media campaign we've seen in a while, but it appears to be working.
Since the initiative launched on Nov. 26, over 770,350 condoms have been pledged to local charities around the world. Durex's goal is to give away 2.5 million condoms, or the "same number of people infected with HIV last year," according to the campaign's website. And at the rate these promotional tweets are flying, Durex might just hit its target number.
"We've supported the fight against HIV over the years, mainly through local projects," Marketing Director Kevin Harshaw at Reckitt Benckiser (parent company of Durex) stated in a press release. "This year, we have decided to use our global market presence to create an initiative that will get the world talking and sharing."
World AIDS Day is celebrating its 25th year and will take place on Dec. 1, coinciding with the conclusion of Durex's social media campaign. To check out the latest donation statistics, head over to the "1Share1Condom" website (here).