Camino honored for using strategic communications to change Twitter’s advertising policies

Wins Silver Bulldog Corporate Social Responsibility PR Award for “Best Small Agency for Corporate Reputation and Good Works”

For Immediate Release
June 30, 2015
Contact: Milla Impola (milla@caminopr.com, 212-255-2575)

NEW YORK — Today, The Bulldog Reporter Awards announced that Camino Public Relations won a Silver Bulldog Corporate Social Responsibility PR Award for the “#Tweet4Condoms campaign: How Camino used PR to change Twitter’s advertising policies.” Camino and global condom expert Lucky Bloke launched an awareness campaign regarding Twitter corporate practices that effectively blocked sexual health campaigns from advertising. Within months of the campaign, Twitter announced a change in its long-held policies and reversed its rejection of sexual health-focused condom ads.

“We are honored to be recognized by the Bulldog Reporter Awards and its esteemed panel of journalists,” said Camino Public Relations President Elizabeth Toledo. “We are deeply grateful to Twitter for recognizing the importance of bringing sexual health messages to its massive audience, and to global condom expert Lucky Bloke for paving the way for condom advertisers to play an even bigger role in sexual health and STI prevention.”

In 2014, Twitter rejected condom advertising from Lucky Bloke, citing an internal policy that bans “adult sexual products and services,” which included all contraceptives. Twitter’s advertising department categorized contraceptives under the same restrictions as illegal drugs, weapons, and hate-based content. Twitter rejected a Lucky Bloke sponsored ad that read, “Tired of lousy condoms?” for being too sexually explicit and blocked their entire account from participating in Twitter Ads program.

As a company with a social passion to educate audiences that proper condom fit and size leads to more pleasurable experiences with condoms — a key to consistent condom use and prevention of STIs and unintended pregnancies — Lucky Bloke knew the importance of challenging the status quo. Camino and Lucky Bloke partnered to launch the #Tweet4Condoms campaign.

 

In 2015, months after the launch of the #Tweet4Condoms campaign, Twitter changed its advertising policy to allow organizations like Lucky Bloke to advertise. Camino, in partnership with Lucky Bloke, was able to harness the power of strategic communications to advance advertising policies that help strengthen sexual health education and advocacy. The #Tweet4Condoms campaign reached millions with tweets from high profile organizations like Planned ParenthoodNARAL Pro-Choice AmericaAdvocates for Youth, and a retweet from actor, writer, and fashion designer Margaret Cho.

“After months of working with our community of sexual health advocates to call out these stigmatizing policies, Twitter listened,” said Melissa White. “Advertisements for non-prescription contraceptive products, such as condoms, now fall under Twitter’s ‘health and pharmaceutical products and services policy’ — where they belong.”

Media outlets exposed the campaign to millions of readers in the United States and internationally, and RH Reality Check launched a petition campaign in support. Twitter’s modernized advertising policy follows a recent trend among media companies to allow contraceptive advertising that had been historically banned.

To learn more about the campaign, read our case study.

For more information or to schedule an interview, please contact Milla Impola at 212-255-2575 .

###

Camino is an award-winning strategic communications agency whose work has improved some of the most pressing social issues of our time. Our unique approach transforms the public conversation and has helped nonprofit and for-profit organizations and corporations of all sizes strengthen and grow. Camino has received wide professional accolades, including top industry awards for campaigns related to philanthropy, crisis management, multicultural audiences and corporate good works. Camino is headquartered in New York City with a satellite office in Tucson, Arizona.

Camino