COI - CONDOM PACKAGING
Problem: Condoms are out of sight and are an un-desirable product.
Insight: Many men are loyal to a football team and proudly wear their strip.
Idea: Repackage condoms in team colours to turn them in to a badge of belonging and topic of conversation.
Results: Rates of condom carrying went up 10% in trial cities.
Awards: Cannes - shortlisted.