Taking the prevention of sexually transmitted infections (STIs) to new heights, Health4Men, a project of the Anova Health Institute, in collaboration with digital agency Native VML, recently created three giant tactical installations of condoms spelling HIV, Syphilis and Herpes.
Health4Men condoms were recently attached to three prominent walls in Cape Town, in essence creating “condom art”. Within two hours, passers-by had cleared the walls – causing the infections to “disappear”.
The campaign aimed to visually connect the dots between STIs, prevention and the importance of consistent condom usage.
Native VML Executive Creative Director, Ryan McManus, explained: “Bringing STIs into the public consciousness with these giant tactical installations, made condoms easily accessible to the public. Through the simple act of taking a condom off the wall, the public did the rest, helping to make STIs disappear by choosing to protect themselves.”
Added Health4Men in a statement: “Condoms work. They remain the cornerstone of safer sex practices, but the global decline in condom usage and escalated rates of HIV infection in South Africa clearly highlight the need for creative approaches to prevention messaging.”
Health4Men’s condoms are aimed at men who have sex with men but the brand’s popularity extends to a much wider market. Special edition, multi-coloured and flavoured condoms reintroduces the fun factor and provides sexy alternatives to the original.