New Trojan(R) Condoms Campaign Aims to Make a Difference and Strike Down Complacency About Unprotected Sex

New Trojan(R) Condoms Campaign Aims to Make a Difference and Strike Down Complacency About Unprotected Sex

Advertising Aims To Reach Primetime TV Viewers With Safer Sex Messages; Personalize Devastating Effects of Unprotected Sex

PRINCETON, N.J., May 31 /PRNewswire/ -- The sobering fact that millions of people may be taking unnecessary health risks is the catalyst for a new advertising campaign from the makers of Trojan(R) brand condoms. The campaign, "Make a Difference," aims to help to reduce the incidence of STDs and HIV/AIDS by creating urgency among sexually active men and women to practice safer sex and use condoms. The ads will begin airing this week.

The campaign also marks a first, in that some broadcast networks have agreed to air the spots during primetime. While condom ads have run on network TV in the past, they have been relegated to late night viewing times. By airing during primetime hours as well, the message of the ads will reach a much broader audience than in late night alone. The tone of the advertising is informational, providing facts and figures in a responsible manner that effectively raises the viewers' consciousness and awareness about the potential consequences of unprotected sex among those who are sexually active.

"Consistent with our leadership position, we feel there is an urgent need to articulate these important sexual health messages in a way that personalizes the risks and, hopefully, forms the basis for changing behavior so that consumers who are sexually active use condoms consistently," said Jim Daniels, Vice President of Marketing for Trojan(R) brand condoms. "This campaign does just that -- it presents the facts in a responsible and meaningful way that can't be ignored. We are extremely proud of this campaign and with the decision to pursue airing these commercials on network television during primetime."

The "Make a Difference" campaign, created by award-winning advertising agency The Kaplan Thaler Group, signals a distinct departure from the brand's past efforts. The campaign is comprised of various executions, all with a poignant and sobering message in striking white type on a black background.

The first ad states that "40 percent of people who are HIV positive don't tell their partners..." and "... other than abstinence, the only way to protect yourself is to use a condom every time." This is a bold reminder for the need to take personal action in protecting oneself when sexually active. Subsequent ads will focus on other potential risks as well as specific consumer segments. Throughout this campaign, Trojan hopes to reach a broader sexually active audience who might not consider their personal risk of STDs and HIV/AIDS.

"In creating this campaign for Trojan, we knew we had to break new ground, be provocative and reach people at the right time," said Linda Kaplan Thaler, CEO and Chief Creative Officer of The Kaplan Thaler Group. "We believe the combination of a breakthrough, message-driven campaign with first-ever primetime exposure will make a huge difference."

While sexually active adults claim they understand the risks of unprotected sex, this understanding isn't always reflected in their behavior. The Trojan(R) Sexual Health Monitor, an annual nationwide survey of men and women 18 - 24 years old, found that 87 percent of women and 75 percent of heterosexual men have had sex without a condom, and only 37 percent of women say they always or often use a condom.

"We hope these ads will spark a much needed national dialogue about responsible sexual behavior. We believe it is essential to take these advertisements to a broader audience if we are to make a meaningful difference," continued Daniels. "As the market leader, one of our priorities is to help decrease the incidence of STDs and unwanted pregnancies. It's our mission to make sure people understand potential risks and protect themselves with responsible and consistent use of condoms, if they do not choose to be abstinent."

The ads can be viewed by visiting http://www.trojancondoms.com/.

About Trojan

Trojan brand condoms are America's #1 condom and have been trusted for nearly 90 years. Trojan brand latex condoms are made from premium quality latex to help reduce the risk of unwanted pregnancy and sexually transmitted diseases. Each condom is electronically tested to help ensure reliability. There are 26 varieties of Trojan brand condoms. More Americans trust the Trojan brand than any other condom.

About The Kaplan Thaler Group

The Kaplan Thaler Group (http://www.kaplanthaler.com/) has been ranked as the fastest growing advertising agency in the U.S. Known for its breakthrough creativity and immediate results, its clients include AFLAC, Coldwell Banker, Continental Airlines, Foxwoods Resort Casino, Panasonic, Pfizer (Celebrex and Zoloft), Procter & Gamble (Clairol Herbal Essences, Aussie, Infusium, Swiffer and Dawn), Revlon, Trojan brand condoms and US Bank.

Source: Trojan Brand Condoms

CONTACT: Michael Young, +1-212-704-4472, michael.l.young@edelman.com; or Michael Bruno, +1-212-704-8232, michael.bruno@edelman.com, both of Edelman, for Trojan Brand Condoms

Web site: http://www.trojancondoms.com/ http://www.kaplanthaler.com/

------- Profile: Ent