Naughty Bags: Reinventing the condom

Diverse & Resilient, a non-profit organisation in Milwaukee, launched a new condom brand to educate teens on safe sex.

What was the irrefutable consumer insight?

Urban teens don't see condoms as "cool," so in the moment, they'll often protect their cred over their wellbeing.

Describe the marketing challenge.

We needed to develop a safe sex campaign for a teen audience that other safe sex campaigns had failed.