Campaign details
Brand: Trust CondomsBrand owner: Population Services KenyaLead agency: Mediacom, Scanad KenyaCountry: KenyaIndustries: Contraceptives, family planningMedia channels: Radio & audio, Social mediaBudget: Up to 500k
Executive summary
Core consumer: Johnny, male, 18-24 years old, LSM 5-8
Young people in Kenya are having sex much younger and their knowledge on matters around reproductive health is lacking. However, due to societal pressure and the need to be seen as a guru in bed, Johnny (the core target audience persona) is unwilling to be realabout sex / ask...