Brand: Trust Condoms
Brand owner: Population Services Kenya
Lead agency: Mediacom, Scanad Kenya
Industries: Contraceptives, family planning
Media channels: Radio & audio, Social media
Budget: Up to 500k
Core consumer: Johnny, male, 18-24 years old, LSM 5-8
Young people in Kenya are having sex much younger and their knowledge on matters around reproductive health is lacking. However, due to societal pressure and the need to be seen as a guru in bed, Johnny (the core target audience persona) is unwilling to be real about sex / ask honest questions about it. The result: he continues engaging in risky behaviour out of ignorance.
The campaign objective was to create a safe space for Johnny to converse about sex: the good, the bad and the ugly – empowering our target audience to take control over their sex life. Key campaign obstacles were with industry regulation and restrictions around sex that limited the options available for us.