The road to the coast is lined with anthills which are undeniably phallic in shape. It’s a long and boring drive, so we decided to liven up proceedings with a unique method of getting our message across.

We set out under cover of night to cover anthills with the condoms before the weekend holiday rush began. Our intention was to draw the attention of travellers and compel them to stop, read, take selfies, and share on social media. And hopefully think about using condoms during intercourse.

We had a tiny budget so relied on social media to spread the word-of-mouth. We also slipped cheeky press releases into the email inboxes of Namibian newspapers to direct them towards picking up on the story.

The condoms were displayed for the weekend, after which the rush was over. We were also keen to remove the condoms from the anthills to minimize the impact on the insects.

30 oversized condom-billboards were manufactured and placed. Namibia is not a populous country, and a vast number of our target market could be reached along this one stretch of road over this one weekend.

This was a teaser campaign. Launch of YOLO condoms is to take place later in 2017. It was utilized more as a social responsibility message.

The response to the campaign was enthusiastic with plenty of social media chatter and articles appearing in 3 major Namibian newspapers. Sex is a private matter, and it’s impossible to tell if behavior was changed.