This data campaign lowers the price of condoms as STI infections go up

Sexual health meets the stock market in project by FCB/Six

Published On
Jul 23, 2020

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A new campaign by condom brand LifeStyles uses data around STIs to lower the price of condoms according to the rate of infections. Inspired by the stock market, the campaign, launching in Australia, uses real-time Australian search activity around STIs including chlamydia, HIV and gonorrhea to generate “stock” chart visualizations. These are presented on PubliclyTraded.com.au and drive dynamic online pricing for its products, making condoms cheaper when transmission is on the rise. 

The campaign was created out of the the New York office of FCB/SIX, the creative data agency whose work for Black & Abroad’s “Go Back to Africa won the 2019 Cannes Lions Creative Data Grand Prix. The effort is aimed at 18 to 34-year-old men who have shown interest in DIY investing and are also likely to purchase condoms. It’s built around the creative insight that there are links between sex and the stock market: like stocks, STIs are “publicly traded,” and people can opt to either play it safe or risk it all. Just as with financial trading sites, visitors to the site can sign up for "alerts" and get notified when packs of condoms become cheaper.

Ian Mackenzie, chief creative officer of FCB/SIX noted in a statement that while there is plenty of available data on STI rates, "in the heat of the moment it’s really easy for people to ignore that data. 'Publicly Traded' brings the data to life in a way that gets our target – literally – invested in its outcomes, and drives dynamic pricing in a way that puts LifeStyles on the frontiers of e-commerce.”

 

Credits

Date
Jul 23, 2020
Client :
LifeStyles
Agency :
FCB/Six
Director Global Marketing Strategy :
Marta Toth
Global Brand Manager :
Xian Wu
Associate Director Marketing :
Austin Chesterfield
Senior Brand Manager :
Aldo Oosterman
Chief Creative Officer :
Ian Mackenzie
Executive Creative Director :
Colin Craig
Associate Creative Director :
Andrew Bernardi
Copywriter :
Hemal Dhanjee
Art Director :
Steve Ierullo
Designer :
Ming Mikaeo
Senior Strategist :
Eli Ferrara
VP Group Account Director :
Scott Sloggett
Group Account Director :
Shalta Dicaire Fardin
Account Director :
Fraser Jackson
Director of Integrated Production :
Gillian Morrison
Integrated Producer :
Venus Pun
Chief Technology Officer :
Jacob Ciesielski
Development Director :
Luiz Costa
Senior Business Analyst :
Suraj Patel
Front-End Developer :
Heung Lee
Front-End Developer :
Tony Valderrama
Senior Full Stack Developer :
Chris Ghouchandra
Quality Assurance Analyst :
Nataliya Vislyanska
Quality Assurance Analyst :
Ashish Mistry
President :
Andrea Cook
EVP Global Growth :
Mish Fletcher
EVP Global Strategy :
Fern Potter
SVP Director of Global Communications & PR :
Melanie Mitchem
Editing House :
Married To Giants
Editor :
Ryan Hunt
Assistant Editor :
Liam Crawford
Executive Producer :
Julie Axell
Online Facility :
Wingman VFX
Music and Sound Design :
Grayson Matthews
Music Producer :
Mark Domitric
Engineer :
Brian Bernard
Producer :
Nicholas Shaw
Media Agency :
Theory Crew
Account Director :
Angela Reynoldson
Account Manager :
Isabella Donato
Public Relations :
Shannon Stephaniuk
Public Relations :
Glossy

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