SAN JOSE, Calif. — Last week, PRWeek named LELO the winner of its annual awards in the category of Healthcare.
The PRWeek Global Awards are held in London and attract some of the biggest brands in advertising, marketing and PR. On the night, LELO was hailed alongside names like the Financial Times, Mastercard, Bacardi and other household names.
LELO says its PR campaign for the launch of LELO HEX in 2016 beat out competitors thanks to its highly challenging and controversial nature, drawing public awareness to the fact that STIs were on at record levels. The disruptive nature of the campaign’s content and unusual partnerships (like the divisive prominence of Charlie Sheen, who helped to communicate a message of caution via his HIV positive status) has contributed to the brand’s success.
LELO CMO Steve Thomson said, “This is huge news for us, and we couldn’t be more proud of our work today. The campaign for HEX was risky, and we knew not everyone would be able to see the message over the contentious partnerships. But this PRWeek award is absolute vindication that we made the right decision in our mission to spread the word about positive sexual health.”
HEX was praised particularly for its “risk-taking campaign campaigning against taking risks” and for the overall quality of its execution.
“The launch of LELO HEX reached many millions, becoming one of the first condoms that truly spoke to a mainstream audience. In doing so, the message of sexual health and healthy sexual expression established a new standard in the industry and beyond,” the company says.