SITUATION

AIDS is still a reality. Yet many experts are warning that condom use is slowing down. And it is men who are the most reluctant. A trend denounced on social networks: men still find excuses to have unprotected sex.

BRIEF

For World AIDS Day, the condom brand SKYN asked us to to communicate on the importance of condom use, which has slowed down in recent years.

OBJECTIVES

Raise awarness

AIDS is still a reality. Yet many experts are warning that condom use is slowing down. And it is men who are the most reluctant. A trend denounced on social networks: men still find excuses to have unprotected sex.

So on World Aids Day SKYN decided´ to raise public awareness by tackling these false excuses with: "THE INEXCUSABLE EXCUSES CONDOM COLLECTION". A re-design of the condom packs renamed with these excuses and brought to the attention of the refractory. A campaign diffused in USA, France, Brazil, Italy, Poland, and amplified by famous influencers.

A new generation of sexually active young people has not been exposed to the intense condom promotion that was in place a decade ago. Condom use at last higher risk sex reported by young women (aged 18 to 24 years) declined in many countries. Condom use at higher risk sex among men (aged 18 to 49 years) also declined. The use of condoms remains far too low.

So on World Aids Day SKYN decided´ to raise public awareness by tackling the false excuses that some men give for avoiding condoms with: "THE INEXCUSABLE EXCUSES CONDOM COLLECTION". A re-design of the condom packs renamed with these bad excuses like "Sorry, they don't have my size" and brought to the attention of the refractory.

A limited edition redesign of the well-known condom packs with the false excuses that some men give to avoid wearing condoms brought to the attention of condom deniers.

Only on December 1st for World's Aids Day

Small scale edition used by influencers and to be won by their followers.

Results communicated only by the french influencer @Jemenbatsleclito (so not a global result):

On 708 000 followers, 470523 profiles reached (414930 subscribers / 55593 not subscribers) , 83248 interactions, 552191 impressions