Premier and Durex campaign highlights role of contraception in preventing Zika

Premier and Durex have developed a campaign that underlines the importance of using contraceptives as a means of limiting the spread of the Zika virus.

The sexual wellbeing brand, which is owned by Reckitt Benckiser, is looking to raise awareness of Zika's status as a sexually transmitted infection (STI) throughout the Olympic Games in Rio, with Brazil known to be the source of the current outbreak.

As such, the global #DontShareZika campaign centres on a new online video that provides some basic information on the virus and the role that responsible condom use can play in preventing its transmission.

Premier, as Durex's global PR agency, is spearheading the creative side of the campaign and helped to develop the concept and storyboard for the video, with the actual creation being done in-house by the brand.

Three million free condoms have also been handed out in Brazil as a means of direct support.

Volker Sydow, Durex's global brand director, said: "As the world's number one sexual wellbeing brand, we have a responsibility to make people aware of this STI, to help people to stay healthy and to prevent the sexual transmission of the virus."

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