We pushed Planned Parenthood to the edge of its comfort zone by selecting packaging as the most important channel. Fashion Week was selected for the condoms’ debut, Yigal Azrouël designed both a limited edition condom as well as a shirt made from the same pattern for his runway. It was this kind of free press — Proper Attire embedded in the culture — that got people talking.By February 2009 Planned Parenthood had a new partner - Alexander Wang. Wang was described by Fashion Wire Daily as “The hippest new boy wonder in Manhattan fashion” and he re-invented Proper Attire yet again, freshening its look on his runway in front of Anna Wintour and Sarah Jessica Parker.The untraditional channel suite worked to reposition Planned Parenthood in the eyes of young consumers, re-styling safe sex for 2008 and beyond.

Planned Parenthood branches normally order around 6MM of their own label condoms a year, but when Proper Attire was released in 2008 the national office was bombarded with three times as many orders.Proper Attire was featured in The New York Times, New York Magazine, U.S. News and World Report, and 250 publications around the world.The rebranding effort was a huge gamble for an organization that relied on discipline of messaging to survive. Planned Parenthood has been rewarded for their bravery with Proper Attire: an innovative, self-sustaining tool capable of creating serious long term behavioural change.