Much Creators x DUREX World AIDS Day

Durex partnered with 13 Much Creators to make an impact around World AIDS Day and drive awareness of their RED Campaign.

8.6MM Impressions served via paid social campaign

1.2MM Canadians reached via paid campaign

1MM Impressions served via creators’ organic content

Average engagement rate of 10% for organic creator content


Creator Social Media

Each Much Creator produced the following organic social content:

•2 x main feed Instagram posts (1 x post on WAD) featuring #HaveSexSaveLives, @durexcanada and key campaign messaging

•2 x Instagram stories, with minimum of 3 x frames each (1 x story on WAD) featuring #HaveSexSaveLives, @durexcanada and key campaign messaging


MUCH & MTV Social Media

Much and MTV supported the campaign with organic social & editorial content:

•6 x main feed posts across Instagram, Twitter and Facebook featuring #HaveSexSaveLives, @durexcanada and key campaign messaging

•1 x blog post about Durex x RED campaign on


Paid Social Media

In addition to the above, the program included a paid social campaign featuring 6 x Much creators

•Each of the 6 x Much creators’ Instagram main feed posts and stories (4 pieces of content each) were included in the paid campaign

•Ads were run from the creators’ Instagram accounts and from Much’s Instagram & Facebook accounts