2010 saw the highest ever number of HIV diagnoses amongst gay and bisexual men in New Zealand. HIV is no longer as visible as it once was, and in turn has resulted in a level of complacency among those at risk. This environment has produced a significant challenge for the NZ AIDS Foundation (NZAF) in the delivery of condom use messaging to change behavior. The NZAF needed to re-engage gay and bisexual men in a new way in order to reduce HIV transmission.

The tattoo is historically viewed as a representation of a permanent belief or thought. We tattooed gay men with a clear message that represented a personal, and permanent commitment to wearing a condom. 'Love your Condom' was central to the design, messaging changed to spark conversations within the community. The photography style was selected to be evocative to gay and bi-sexual men. Talent was sourced from the gay and bi-sexual community which promoted a sense of pride and commitment from within.

Figures officially released in February 2012 for 2011 showed a reduction of over 33% in HIV diagnoses in gay and bisexual men on the previous year - the lowest number since 2002 (source: AIDS Epidemiology Group – Otago University). The NZAF noted a 14% increase in HIV testing at NZAF clinics in 2011. Michel Sidibé (Executive Director of UNAIDS) and Helen Clark (Head of the United Nations Development Programme) praised the work that the NZ AIDS Foundation was doing, saying it sets New Zealand up as a model country for HIV prevention programmes targeted at gay and bisexual men’s communities.