The cast is a mix of Scandinavia’s most influential voices. The SKAM-hype (Skam is a Norwegian TV-show) was still thick over Scandinavia, so we cast Josefine Pettersen, who played Noora: a profile who would appeal across the whole target audience. SKAM is a Norwegian TV-show The film also features a reality star and singer, a Thai-boxing influencer, a twerker, a tattoo artist, a personal trainer, a feminist artist, and the hip-hop power couple of the year.

We created a short film that shed a completely new light on the condom: a brutally honest love/hate letter, showing both the positive and negative feelings toward it. We brought together some of Scandinavia’s most influential voices to star in the film. The SKAM-hype was still thick over Scandinavia, so we cast Josefine Pettersen, who played Noora: a profile who would appeal across our whole target audience. We also featured a reality star and singer, a Thai-boxing influencer, a twerker, a tattoo artist, two body rights activists, a personal trainer, a feminist artist, and a hip-hop power couple.

In addition to the film, we created a platform, www.dearcondom.org. Here, we assembled unfiltered opinions about condoms, statistics, quotes and an FACQ – Frequently Asked Condom Questions – answered by a sexual expert from RFSU. The platform is a long-term initiative for RFSU to talk about condoms in the Nordics.

In 2016, RFSU overlooked the condom category due to a decrease in sales and conducted a study interviewing 4000 Scandinavians. From this research, we deduced the attitude-behaviour gap that we dubbed the “The Condom Gap”. We interviewed an additional 60+ young Scandinavians to delve into why the “Condom Gap” existed.

We realised there are mixed feelings toward the condom, but the real problem is how bad we are at talking about them. To remove the stigma, we knew we had to start talking about condoms: openly and honestly. Furthermore, to not be disregarded by people once they’re in the heat of the moment, we had to make the condom sexy - to make it a natural partner to sex.

Our target audience included a diverse group of young adults. To appeal to this audience we wanted a cast representing all sexual orientations, gender identities, body types, and ethnicities.

The campaign was released organically in all Scandinavian countries, combined with PR outreach. Supporting paid media included a mix of film festivals, going old school with cinemas (no blocking or restrictions there!), selected streaming services, and one DSP that allowed our content. The challenging regulations made us turn every media corner in Scandinavia to find partners willing to promote our “sexy content”. We tried to go social as well, but the majority of the content was taken down. Due to its restricted media policies, we decided not to host our film on YouTube and instead built our own media player.

The campaign went live during September 2018 in Sweden, Norway, Denmark, and Finland.

- +6% increased sales throughout the Nordic on a historically stable market after the campaign period, after a decade of decreasing sales.

- +9% brand awareness in Finland, +4.7% in Sweden.

- The overall campaign has had over 20 million impressions and the films in total has had over 2 million views.

- The UN organisation UNESCO has invited RFSU to present Dear Condom as a modern way to approach certain societal questions.

- Most critically of all, we have seen a shift towards higher condom use in Scandinavia. In a study conducted at the beginning of 2019 throughout the Nordics, there was a 10% increase in the use of condoms for having sex with someone new, as well as an increase in general usage frequency.

Today, the platform dearcondom.org is used by schools, universities and youth clinics around the Nordics.