It forms part of MTV’s Viacom network. Using the online channel is a perfect fit for their target demographic.
The brand has aligned themselves with a relevant and important social issue: pregnancy amongst young adults.
Social media is key to this site – it encourages commentary and conversation whereby users can upload their own videos and engage with the topic of safe sex. The site provides a platform for them to engage with each other and the topic.
There is an artist showcase as well where artists and musicians express their message about safe sex.
It also has a quiz about safe sex, take a pledge to have safe sex, and users can also donate condoms through interacting with the site.
They have also considered some viral mechanisms:
It has an embeddable widget and all video content is also embeddable leading to viral seeding around the web.
It’s engaging and bang on for the target demographic.