CW: sexual situations and adult content
NATIONAL CONDOM WEEK
CONDOM USE AMONG YOUNG PEOPLE IS DECREASING.
Pleasure — across all genders and sexual orientations — is also an undeniable barrier when it comes to condom use among young people.
Knowing that pregnancy and STI prevention are no longer driving factors to condom use, we need to rethink how we talk about condoms.
We can’t force young people to use condoms.
That’s weird and definitely illegal.
We can SHIFT PERCEPTION AND tackle the social barriers.
It’s time for a rebrand.
THE RECIPE
“this is now a condom stan account”
Knowing that the average genzer participates in 20 fandoms and that 65% consider themselves as ‘superfans’ of something, Planned Parenthood wiped its grid one day before launch threw up a cryptic IG story teaser and temporarily updated its bio to ‘this is now a condom stan account.’
programmed for pleasure
Because the concept of pleasure is a barrier for use across genders and trying not to crash out over the fact that grindr lists ‘condom use’ under kinks in app, it was important to emphasize that condoms actually can make sex better.
behavioral change..by design
Dopamine — the neurotransmitter that creates the feeling of pleasure — also plays an important role in learning, motivation and memory.
Bright colors, bold fonts and eye-popping illustrations are visual triggers for dopamine release, and evoke fun and instant gratification.
The results
145.6m impressions
From pre-launch through the very last post, our National Condom Week campaign content and tactics garnered over 145M impressions, and made up 11.1% of our overall brand mentions (we consider 5% going viral).
Content spanned from the popular valentine’s day meme template with a sexy twist, bold and punchy statements, tips for incorporating condoms into foreplay and flirty ways to ask partners to use them.
