Safe sex campaigns
A decade of safer sex
For almost a decade, we worked with LAFA, Stockholm County Council’s centre for sexuality and health, creating campaigns aimed at increasing condom use among young people and young adults.
Rather than relying on traditional health messages and warnings, we looked for new ways to make safer sex relevant, positive and worth talking about. Humour, music, participation and digital innovation became recurring ingredients in campaigns designed to engage rather than lecture.
Kondom08 – at the heart of the campaign
At the heart of the communication was Kondom08, a specially designed condom pack created as a recurring part of the initiative. Every year, thousands of condoms were distributed free of charge across Stockholm, giving the campaigns a physical presence in the places where the target audience actually met, socialised and went out.
The packaging itself became an important communication surface, changing with different campaigns and connecting the physical product to films, digital experiences, events and social media.
Award-winning effectiveness
Over the years, the campaigns achieved outstanding results in effectiveness studies and helped significantly increase condom use among the target audience.
The work also received numerous creative and effectiveness awards, including Guldägget, Cannes Lions, Epica, Eurobest and 100-wattaren, where it was recognised for long-term brand building.
Client: LAFA / Stockholm County Council
Deliverables: Communication strategy och concepts, campaign films, interactive websites, digital experiences, web apps, social media, outdoor advertising, print, radio, PR, events, packaging and product design
Condom. Still the easiest way to avoid anxiety.
For our long-term condom campaign, we shifted the focus away from sexually transmitted infections themselves and towards something much more relatable: the awkward and anxiety-inducing situations that come with them. Like having to call an ex-partner and tell them they may be infected.
The concept “Condom. Still the easiest way to avoid anxiety.” became the foundation for a series of films, websites, advertising and radio spots.
The campaigns achieved exceptional results in effectiveness studies. Condom use increased significantly among the target audience, while chlamydia rates began to decline for the first time in ten years.
100,000 condoms. 100,000 stories.
What happens to 100,000 condoms over the course of a summer?
We distributed 100,000 individually numbered condoms across Stockholm and invited people to share the story of where their particular condom ended up. Where did condom no. 1,439 go? And how far did no. 16,790 travel before it was used?
To kick-start the conversation, the first 100 condoms were personally sent to well-known Stockholmers. The campaign quickly gained widespread media attention and attracted 110,000 visits to the campaign site in just a few summer weeks. More than 500 people shared the fate of their particular condom, turning safer sex into a positive and highly shareable conversation.
The Sex Playlist
What is the perfect song to have sex to?
We created an open playlist where people could contribute their favourite tracks and listen to other people’s choices through Spotify.
Thousands of free condoms were distributed at festivals, concerts, clubs, cafés and record stores, packaged as miniature record sleeves inspired by well-known artists. The campaign was supported by live performances, outdoor and digital advertising and Spotify radio spots.
Music became the starting point for a playful conversation about sex, condoms and safer sex – generating strong engagement both in the media and among the target audience.
The Sex Profile
We turned sex into data.
The Sex Profile was a mobile experience that generated a personal “sex curve” based on rhythm, sound level and duration. Anonymous results became part of a growing body of statistics on the campaign site, allowing users to explore playful comparisons and insights.
The campaign was supported by digital and print advertising and the distribution of 50,000 condoms, each carrying a QR code linking directly to the experience.
