Youths find it embarrassing when it comes to purchasing and carrying a condom with them all the time. We all know that youths are having sex. It is an open secret. But youths still treats sex as a taboo topic.
Condoms are bought when it’s needed rather than something that is prepared in advanced. There is an unspoken stigma in buying and carrying condoms.
The main target audience of the Campaign are:
Gen Z, 16 - 24 year old who don’t think much about safe sex.
Launch of Okamoto Instagram Page. This page will be used in teasing the upcoming fashion collection with phallic imagery. The collection will be launched in conjunction with World AIDS Day on 1 December. This helps to raise the awareness of AIDS and other sexual diseases.
Reveal of the teased fashion collection and where the TA can acquire them. TA will be able to purchase these apparels from a launch event on World Aids Day, where guests will be invited to acquire the collection. The fashion line features the teased phallic imagery, and special condom pockets where the condoms can be stored and openly 'worn'.
The event will be launched, where the capsule collection can be purchased.
The campaign aims not just to promote the message of being just “safe sex”, but also to change the perception of sex towards the message of “No Shame”. The apparels would stand out being bold in sexual innuendos to get people to talk and create conversations about said taboo subject.