|If you’re looking for a great case study in how a successful promotional giveaway can have powerful positive effects, you’ll want to know about the safe sex promotion done by New York City. They started getting PR for their promotional condom giveaway program by sponsoring a contest for the package design. According to NYC Health Commissioner Thomas Frieden, “Brands work, and people use branded items more than they use unbranded items, whether it’s a cola or even a medicine
Brands add value and increase use.”
Next, they did a massive giveaway campaign on Valentine’s Day, distributing 150,000 them around the city (New York distributes about 18 million condoms annually). Today, the subway-themed condoms appeared on the front page of AM New York a free daily paper distributed at many of the same places where the city was distributing condoms yesterday. It also got featured on the home page of the New York Times web site and countless other places. That’s a huge amount of free promotion for their program, just for branding the same condoms they have already been giving away for years. For more information, visit their web site at nyccondom.org.