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| CLIENT: |
The New York City Department of
Health and Mental Hygiene |
CHALLENGE:
The New York City Department of Health released a new, branded NYC condom on
Valentine's Day, 2007. The objective was to launch the new condom in a unique and
engaging fashion, while promoting the use of condoms in the practice of safer sex.
Additionally, the Health Department's goal was to build awareness about the new condom,
as well as to distribute free condoms in venues all across the city.
 SOLUTION:
The Emmis New York Community Outreach Team conducted a multi-station, multi-platform
campaign that included feature pages on www.hot97.com & www.987kissfm.com, along
with email blasts to the email database of each station. On-air, listeners were encouraged
to go to the www.nyccondom.org web site to find various locations in the city where they
could get free NYC condoms. Through email blasts listeners were invited to attend one of
two events launching the NYC condom. The first event, on Valentine's Day, featured HOT
97's on-air personality, Fat Man Scoop, in a live version of his on-line show with his wife
Shonda, called "Man and Wife." The second event was "Kissing After Dark" live with
popular 98.7 KISS FM week day evening host, Lenny Green. The final campaign
component was a grass roots effort on the part of the Street Teams from each stations to
distribute free NYC condoms.
RESULT:
Over 250 invited guests attended the two marquis events, and over 10,000 condoms were
distributed in popular night spots, bars, restaurants, and health fairs.
"We couldn't have been more thrilled with the results of this campaign. We hit our
demographic targets on every level, and the response from the listeners - from the
discussions that took place to the excitement generated at each event far exceed our
expectations."
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