LifeStyles presents Publicly Traded, a new stock-market-inspired index that incentivizes safer sex

Publicly Traded is a new stock-market-inspired index that incentivizes safer sex by tracking STI searches in real-time – then uses the data to drive dynamic pricing for LifeStyles® condoms online.

 
 
How does it work?
Their platform works by gathering real-time Google Search data related to six separate sexually transmitted infections: chlamydia, HIV, syphilis, herpes, gonorrhoea and HPV. The data gathered include the STI name, (e.g., “gonorrhoea”), its key symptoms and adjacent search terms (e.g., “painful urination”) plus interest by region (e.g., New South Wales is showing a spike in gonorrhoea-related search behaviour).

The data is compiled into six separate charts for reference, and then rolled up and averaged into a single index: The STI Index. The index drives dynamic, inverse pricing for a 30 piece bundle of LifeStyles® condoms. So, the higher the index, the lower the price of condoms. The price will never exceed the product MSRP.

The project is brought to you by LifeStyles®, a global leader in sexual wellness products including condoms, personal lubricant and other fun stuff.

Credits
Agency: FCB
Campaign: Publicly Traded
Holding Company: Interpublic Group
Production Company: Married to Giants, Toronto
Advertiser Brand: LifeStyles Healthcare Australia, Richmond

Tags: Sexually transmitted diseases, LifeStyles Publicly Traded