Sugar Secures Safe Sex Sponsorship Deal With Durex
Hachette Filipacchi’s flagship teen magazine Sugar has secured Durex as the exclusive sponsor of a special section promoting the importance of safe sex to young people.
The deal, which represents the first time that the condom brand has publicised itself through a teen title, includes the sponsorship of a twelve-page editorial section in the May issue of Sugar.
The feature has been designed specifically as a means of educating and informing teenagers on all aspects of sexual health and aims to raise awareness of the importance of using condoms as the best form of protection.
The sponsored section includes a report on sexually transmitted diseases, a feature on celebrity boys, a problem page and a factual quiz uncovering the true meaning of certain sexual terms. Every page of the editorial section will also be exclusively branded with the Durex logo.
Commenting on the deal, Helen Brocklebank, group advertisement director of Sugar, said: “As the UK’s number one teen magazine we are thrilled to be Durex’s chosen partner for this media first and to be giving them the opportunity to talk to this crucially important audience in an informative and more impactful way.”
Zoe Lawrie, Durex UK Brand Manager, added: “It is vital we are able to communicate safer sex messages to young people and our partnership with Sugar provides a trusted, relevant and comfortable environment with which to talk about these sensitive issues.”
The latest ABC results for the six months to June 2003 show that Sugar saw its circulation decline by 5.8% year on year to 326,185. However, figures for the second half of the year are due to be released later this week (see ABC Jan-Jun 2003: Emap Sneaks Into Teen Sector).
Hachette Filipacchi’s ELLEgirl went on sale as a monthly title for the first time last week in an attempt to shake-up the increasingly competitive teenage magazine market. The move saw Clare Irvin move from her role as editor of Sugar to become consultant editor of the fledgling magazine (see Hachette To Take ELLEgirl Monthly In The New Year).
Hachette Filipacchi: 0207 150 7171 www.hf-uk.co.uk
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