Find us in the makeup aisle

To get more people to carry condoms we targeted women. Why? Because whilst they make up half the population, only 3% of them regularly carry a condom. Our campaign tackles the stigma that prevents women from buying condoms by repositioning the contraceptive as part of the health & beauty, not family planning category. Carrying a condom should be as normal as carrying makeup. So, by drawing parallels with the makeup world, we celebrate the confidence, empowerment and self expression that carrying a condom gives women. We'll see you in the makeup aisle.