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.

Teen pregnancy prevention campaigns and contraceptive distribution programs have helped reduce the teen birth rate to a record low nationally. However, the statistics for lower-income, inner-urban teens of Milwaukee tell a very different, very troubling story. Their birth rate (65 in 1,000) is three-and-a-half times the rest of the city. And STI rates for Chlamydia and Gonorrhea are the worst and second worst in the entire country, respectively. And then maybe the most disheartening statistic of all – babies born to teen moms in these neighborhoods have a mortality rate that resembles third world countries like Botswana.