The Play campaign revolved around "fun"
The packaging aims create a desire to purchase
the product for aesthetic reasons, rather than the
necessity of condoms. Simply by owning the
product, safe sex is promoted
The illustration below was included in the package
as a printed leaflet. It portrays a humorous narrative
parallel between sex, and the levels in a game. The
game, which includes the use of a condom, appears
fun. It does not lecture, not talk down to, simply
encourages safe sex in a fun message that talks in
a true, youthful voice.
Designed with Julia Roach!
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