Pharmaceuticals giant Reckitt Benckiser (RB) is launching a multi-country, multi-million pound campaign to create awareness of the company among graduates and people early on in their business careers.

Using a wide variety of vehicles, including the website, posters, leaflets, mobile phones, as well as giveaways, the campaign aims to engage with students, young professionals and sports communities on and offline.

RB will also deploy its most famous brands - such as Durex, Clearasil, Veet and others - to connect with people and deliver "rather cheeky" campaigns on campus - for example, putting links to the RB recruitment site on condoms (see picture). Traditionally, RB has preferred to leave the spotlight to its brands, including Vanish, Finish, Durex, Nurofen, Dettol and Air Wick. But the aim of the campaign is not to sell more products, but to sell the company to people thinking of starting a career in fast moving consumer goods (FMCG). Camillo Pane, general manager of RB UK, said: "RB's culture is very different to that of most organisations. We are not only truly global, but also entrepreneurial, offering challenging and stretching opportunities at every level.

"We only suit people who like freedom to act, enjoy a fast pace, want the chance to make their mark, and who are deeply commercial and agile. We offer a heart-thumping career. We know that isn't for everyone, but for those who fit the culture and would love us, we need to tell them we are here." The campaign, developed by The Workroom together with Graduate Promotions and TAMBA, will be primarily on-line and on-campus.

Covering ten markets (UK, US, Australia, Brazil, France, Germany, India, Italy, Pakistan, Russia), the campaign will see RB using gaming technology on mobile and internet to reach people.

This launch follows on from the highly successful 'poweRBrands' game launched last year, the first Facebook game of its kind from business, enabling players to go into a consumer goods company and rise to become global president.