‘Playlust’ Just a Risky Tactic?


What’s your next move? Lifebeat’s new campaign is all about taking the right actions before getting action. Lifebeat is a nonprofit dedicated to educating America’s youth (13-29) about HIV/AIDS. The campaign, created by Lifebeat and Spotify, promotes the use of safe sex and AIDS awareness.

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Lifebeat’s initiative is to promote “Playlust” on Spotify by handing out condoms at concerts and events with the name “Playlust” and information about playing it safe in the bedroom. “Playlust” is an eight-hour long ad-free playlist for some late-night bedroom fun. On the back of each condom is a code for Spotify to access this specific playlist.


Lifebeat’s national program has conducted its outreach at tours for artists like Macklemore and Ryan Lewis, Madonna, Fall Out Boy, Wiz Khalifa and Mac Miller, among several other artists and music festivals.


This campaign is a perfect twist of music, demographics, partnerships and cause. The message is loud and clear and the channel is music.

The bigger question — is the campaign promoting sex?

To some it’s “yes,” because a message is conveyed by distributing condoms. Others say, Lifebeat is educating the public about safety and protection.

What’s your opinion?

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