Rather than spending on short-lived un-influential advertising campaigns, permission assets provide a sustainable and long term solution by investing marketing budgets into communities, events and social projects that grow.

1. Permission Assets
Trend #3
YouthTrendsReport.com
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

2. DUREX CASE STUDY
Sex education and issues related to sexual health
are difficult to address in Malaysia
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

3. DUREX CASE STUDY
Durex wanted to raise
awareness of key issues
(AIDS, pregnancy, etc)
without appearing as a
government driven
campaign
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

4. DUREX CASE STUDY
Summer Sands created Project GOssip –
a series of events to carry the message into campus
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

5. DUREX CASE STUDY
Rather than spend money
on un-influential advertising
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

6. DUREX CASE STUDY
Durex invested in a
permission asset
that would grow over time
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

7. DUREX CASE STUDY
Young trendsetters were empowered to
create their own initiatives
along the theme of sexual health and AIDS awareness
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

8. DUREX CASE STUDY
60 Gossip Agents managed and blogged
the entire 3-Day event
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

9. DUREX CASE STUDY
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

10. YOUTH RESEARCH PARTNERS OPINION PANEL
For the first time, Durex was able It’s important for brands to use
to build a dialogue with students. ambassadors and the voice of
They quickly realized that they the crowd to ensure they don't
needed to BE relevant and STAY appear out of touch by
relevant with the youth market. preaching to youth from their
ivory towers.
Bernard Hor John Solomon
Kuala Lumpur, Malaysia Shanghai, China
This rejuvenates the Durex brand If 60 brand advocates can
in a million ways, and gave a big create such a reach, imagine
impact to the retail sales I’m sure. how strong the power of social
media can be if you have 1000
brand advocates!
Muhammad Faisal Ab Kuijer
Jakarta, Indonesia Amsterdam, Netherlands
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

11. YOUTH RESEARCH PARTNERS OPINION PANEL
You can't ask a question from a TV Your sex-related platform/message
ad, you can't share your feelings should aim to offer practical and
with a poster. You need people positive solutions to problems that
around you and the feeling that exist. To be able to offer these
you are not alone. solutions most effectively, you
need to involve those that the
messages are aimed at.
Mikko Ampuja Ngaruiya Githegi
Helsinki, Finland Nairobi, Kenya
Talk of sexuality is hard to initiate. Project GOssip have got the
That’s why subtler messages, formula right – Young people are
originating from their peers, and contributing their own initiatives
coded to reflect a social benefit are within the platform making it that
more important and effective with much more powerful.
young people.
Joseph Ciprut Marc Kornberger
Istanbul, Turkey Johannaesburg, South Africa
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

12. Learn more about Permission Assets and the
10 Youth Marketing Trends
Sign Up to Receive a Free Youth Trends Report at
YouthTrendsReport.com
YOUTHTRENDSREPORT.COM PERMISSION ASSETS
Thursday, September 9, 2010

13. Download Charts, Data and Stats on
Youth Mobile Culture
http://www.MobileYouthReport.com