Australian contraceptive retailer Lifestyles has launched a new marketing campaign to promote public awareness of sexual health.
The Lifestyles Publicly Traded campaign involves product discounting based on real-time Google searches for information about sexually transmitted infections. During the campaign, prices for Lifestyles condoms will drop in response to higher search volumes for venereal diseases such as HIV, gonorrhea and chlamydia.
The model is based on stock market share price modelling, encouraging Australians to “nurture their sexual wellbeing in the same way they would their finances”. Users of the Publicly Traded platform will have the option to receive notifications when condom prices drop to their desired level.
“If we can get our condom prices at an all-time low, that would be a huge payoff for everyone,” said Lifestyles senior brand manager for Australia & New Zealand Aldo Oosterman. “Like a stock market, sex brings varying degrees of risk and pleasure, and again, just like stocks, STIs are publicly traded.”
The brand hopes the campaign will improve public education on STIs, encouraging Australians to make informed choices on sexual health matters just as they would in financial markets.
“We have always placed sexual education and wellbeing at the forefront of everything we do,” said Oosterman. “Especially among young adults, we have seen rises in STI infections, which is a worrying statistic. However, we know that young Australians are increasingly savvy with their finances – so what we’re doing is really encouraging them to invest in their sexual wellbeing, as they do with their money.” adds Oosterman.