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ABSTRAKAda keterbatasan berpromosi di Indonesia bagi produk-produk yang memiliki
kesan tabu atau menimbulkan perasaan bersalah dan malu ketika membeli produk
tertentu. Salah satu produk tersebut adalah kondom Durex sebagai alat kontrasepsi
dan alat kesehatan. Kondisi ini mengharuskan Durex menggunakan strategi lain
untuk mendekati target pasarnya, yaitu melalui Marketing Public Relations dalam
bentuk kampanye sosial. Dengan memanfaatkan momen Earth Hour, kampanye
sosial #TurnOfftoTurnOn bukan hanya menunjukkan kepedulian terhadap
lingkungan tetapi juga memberikan solusi untuk perbaikan terhadap kualitas
hubungan dengan pasangan. Melalui strategi ini Durex terbantu untuk melakukan
kegiatan promosi yang selama ini sulit dilakukan dengan cara-cara biasa.
ABSTRACTThere are limitations in Indonesia to promote products which has the tabooimpression taboo or cause feelings of guilt and shame when buying a certainproduct. One of the products is condom Durex as contraception and medical kit.This condition requires Durex using other strategies for approaching the targetmarket, through the Marketing Public Relations in the form of social campaign.By utilizing the Earth Hour moment, the social campaign #TurnOfftoTurnOn notonly show the concern for the environment but also provide solutions for theimprovement of the quality of the relationship with partner. Through this strategyDurex helped to carry out promotional activities which have been hard done byordinary strategies., There are limitations in Indonesia to promote products which has the tabooimpression taboo or cause feelings of guilt and shame when buying a certainproduct. One of the products is condom Durex as contraception and medical kit.This condition requires Durex using other strategies for approaching the targetmarket, through the Marketing Public Relations in the form of social campaign.By utilizing the Earth Hour moment, the social campaign #TurnOfftoTurnOn notonly show the concern for the environment but also provide solutions for theimprovement of the quality of the relationship with partner. Through this strategyDurex helped to carry out promotional activities which have been hard done byordinary strategies.]