Durex kicked off its first global initiative for World AIDS Day 2012 on social media. The brand will donate one condom for every person who shares the Twitter hashtag #1share1condom through December 1st, which is World AIDS Day. Facebook users are being encouraged to share the Durex World AIDS Day image or video above. Accoridng to Mumbrella, the condom brand "has symbolically set a target of 2.5 million condom donations ... representative of the 2.5 million people who were newly infected with HIV last year alone."
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