Japan is named the 3rd worst developed country in condom usage. In Japan, it has been a taboo to advertise condom products openly on TV commercials and other media. Okamoto, Japanese condom manufacturer known for one of the world's thinnest condom, Zero One, has conducted a survey among 400 people who resides in Japan. Okamoto developed one hypothesis on how to increase condom usage in Japan.

The Zero One Belt being developed to function with the Apple Watch was also part of the PR strategy.

It made the name Zero One to be remembered with the feature where you say Zero One to the Apple Watch which will activate the belt.