CASE STUDIES

TROJAN : TROJAN EVOLVE CAMPUS TOUR

CHALLENGE

UCG assisted Edelman Public Relations to enable Trojan to raise awareness about the state of sexual health and education in college students and engage students to help advocate for a positive sexual health change. UCG was also challenged by Edelman and Trojan to reframe the way students think about carrying and using condoms.

SOLUTION

• Encouraged and empowered students to take personal responsibility by pledging to live a sexually healthy lifestyle and demand access to accurate sexual health resources by signing a petition to get Trojan advertising aired more frequently on prime-time programming
• Integrated Trojan brand messaging into all promotional activities in order to propel students’ thinking about worthiness, self-care and trust
• Built an “Evolve Bus” to give students unique and interactive ways to view Evolve messaging on plasma screen TV’s, learn about sexual health through computer kiosks and voice their opinions inside a video booth.
• Created an outdoor “Evolve Lounge” on campus to further engage students through sexual-health related competitions, trivia and petition/pledge sign-ups.

RESULTS

• Executed events on 21 college campuses across 9 states including the University of Miami, Spelman College, Middle Tennessee State University, University of Arkansas and Ohio State University
• Encouraged an average of 36% of students that visited promotion to sign the Sexual Health Pledge
• Encouraged an average of 34% of students that visited promotion to sign the Evolve TV Advertising Petition