HEALTH

Trojan ‘Safe Ride’ taxis hit the road to promote sexual health

BY Jason Owen

EWING, N.J. — To help mark Condom Awareness Week, Trojan Brand Condoms has deployed a fleet of Trojan Safe Ride taxis to drive home facts about condoms. New Yorkers are invited to get in one of the taxis to test their sexual health IQ by participating in a condom trivia game while en route to their destination.

On Feb. 14 and 15 from 7 p.m. to 2 a.m., people will have the opportunity to receive a complimentary "safe ride" in designated zones within New York City. Passengers who hail the Trojan Safe Ride taxis will be asked to challenge themselves during this interactive trivia experience, aimed at providing passengers with accurate information about sexual health and condom usage. All passengers have the chance to walk away with Trojan Brand Condoms prizes.

"While using a condom is easy, it is important that people have the facts to ensure they are using them consistently and correctly, and that we continue to dispel the myths associated with condom usage," said Bruce Weiss, VP marketing for Trojan Brand Condoms. "The Trojan Safe Rides serve as a ‘vehicle’ to get the facts out in a fun and engaging way."

For those not in the New York City area, the initiative coincides with the launch of the Condomology website, FactsAboutCondoms.com, a consumer-friendly sexual health resource developed in partnership with the American Sexual Health Association. Consumers can log on to view a new short film documenting the historical journey of one of the most important sexual health innovations ever created, titled "The History of Condoms."

Perimeters of the designated zone are 14th Street, 1st Avenue, E. Houston Street, S. Bedford Street, Hudson Street and 8th Avenue in lower Manhattan. For more information, please visit Facebook.com/TrojanCondoms.


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Reports: GSK among companies looking to acquire Brazil’s fourth-largest drug firm

BY Alaric DeArment

NEW YORK — GlaxoSmithKline may be looking to buy a Brazilian drug maker for up to $4 billion, according to published reports.

Reuters, citing unnamed sources, said GSK was one of several drug companies looking to buy Ache Laboratorios Farmaceuticos for $3 billion to $4 billion. Other companies looking to buy the drug maker included Novartis, Pfizer and Abbott Labs.

Reuters noted that the company was attractive to drug makers looking to expand their footprints in Latin America and that it was a major producer of prescription and OTC medications.


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Schiff Nutrition launches Valentine’s Day marketing campaign behind MegaRed

BY Michael Johnsen

NEW YORK — Schiff Nutrition Group and M&C Saatchi NY on Tuesday launched a Valentine’s Day marketing campaign — “Whose Heart Do You Love” — in support of MegaRed krill oil supplements. 

Through a custom Facebook application, MegaRed allows consumers to request a free product sample for their loved ones. As a bonus, the person requesting a sample on behalf of a friend also receives a free sample for themselves. As part of the effort, Schiff is making a $100,000 donation to the National Coalition for Women with Heart Disease.

The brand is relying heavily on peer-to-peer distribution through Facebook and an influencer component on Twitter where several celebrities are tweeting their support for the effort. Among those are Jennie Garth, Toni Braxton and Joy Bauer, all of whom have a personal interest in supporting heart health. 

Blogger outreach is also being used to support the effort.

"Since Valentine’s Day is about celebrating who you love, we wanted to … to turn the sampling model on its head and expand the reach of our effort," stated Jennifer Steeves-Kiss, Schiff Nutrition chief marketing officer.

“Given the sampling effort is social in nature, so is the promotion behind it," noted Pierre Lipton, chief creative officer of M&C Saatchi NY. 


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