We saw a way to get young women to buy, carry and demand condoms.
  • Challenge: The statistics around young women having unsafe sex after alcohol are overwhelming. Yet women are buying into the current belief that buying condoms is the guy’s job.
  • Strategy: Encourage women to not rely on the guy, especially when alcohol is involved.
  • Big Idea: You — not alcohol — can be the influence.
  • Result: The campaign garnered nearly 44 million impressions in the first month it aired.