Trojan is in the midst of its largest-ever online campaign, which represents a fourfold increase in spending over the previous year, according to Craig Lambert, chief digital officer at Colangelo, Trojan's lead digital agency. Trojan hopes to overcome the stigmas that prevent condom use among teens and young adults with a wide-ranging online push that leans heavily on shareable content.
For its "Evolve One, Evolve All" push, Trojan has partnered with various up-and-coming artists to create a dozen pieces of unique content that address situations and excuses for engaging in risky sexual activity. It is cataloging the content on EvolveOneEvolveAll.com, which is part of Viacom's MTV.com network, but the content is designed for embedding throughout the Web.
Trojan wants to align itself with the prevention of unwanted pregnancies and sexually transmitted diseases. But it's previous reliance on traditional media has run into twin problems in reaching the important youth demographic: many media outlets won't run its spots, and young consumers are spending more time elsewhere. It is hard for me to reconcile that traditional media has been so slow to accept condom advertising when the very same channels are filled with sexually charged content. You will note that I didn't say I was surprised, I just can't put it together. Indicative of the kind of hypocrisy that plagues American society and prevents us from being all we can be. It's unfortunate that, in traditional media, we often have to look overseas to be enlightened by the possibilities. Maybe this online attempt is a great thing, and I wish Trojan well, but when will those traditional media outlets wake up and get it together?
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