This data campaign lowers the price of condoms as STI infections go up
Sexual health meets the stock market in project by FCB/Six
Jul 23, 2020
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.”