Trojan identified that within the 18 - 30 year old demographic, condoms were only being used in 1 of 3 sex acts. How could we create a campaign that promotes condom use across sex acts?

The Pleasure of Protection is a campaign that identifies that younger consumers may have misinformed ideas about sex and pleasure. Often times, sex becomes a qualifier for adulthood versus a way of truly seeking pleasure. The campaign not only seeks to educate younger consumers, but promote a worry-free sexual experience across all sex acts.

By highlighting real moments of pleasure, the campaign seeks to –

• Create a realm of pleasure that a younger demographic can aspire to;

• Promote worry-free sexual experiences and maximize pleasure by freeing both body AND mind;

• Educate new consumers about sex and pleasure;

• Showcase the condom process as a fun process;

• Build lifetime loyalty through early education and adoption.