Condomize
Problem
According to a study by the World Health Organization, condom use among young people has been declining – from 70% to 61% among boys and from 63% to 57% among girls – increasing the risk of unwanted pregnancies and sexually transmitted infections.
Yet most campaigns address the problem with fear or shame, failing to resonate with the audience.
Insight
One of the reasons people skip protection is the perception that condoms kill the mood: they reduce sensation, seem impractical, disrupt the moment, and are often seen as a vibe killer. Most people know they should use one, but in the moment, that knowledge takes a back seat.
Instead of fighting that perception or lecturing people into better choices, Condomize takes a different approach: flip the narrative entirely. By repositioning condom use as a performance-enhancing advantage, the campaign transforms a perceived limitation into a benefit.
Approach
Rather than adding to the noise of fear-driven health campaigns, Condomize takes a deliberately minimal visual approach – a white background, clean sans-serif typography, and a single golden condom as the key visual. Gold signals value and desirability, reframing protection as something worth wanting. The campaign meets young people where they are, from out-of-home placements in nightclubs and universities to social media content. Through a creative collaboration with IKEA, Condomize extends its reach even further, making the conversation around protection feel approachable and playful.
If sex boosts our well-being, why not make sure the fun lasts even longer?
Out-of-Home
The first part of the campaign consists of out-of-home posters that can be flexibly displayed in various formats in public spaces.
In addition, specially designed posters are placed in places where young people typically gather, such as nightclubs, universities, and other social hotspots. This targeted placement ensures that the campaign is visible exactly where it reaches its target audience.
at nightclubs
in cafés
at subway stations
at universities
Condomize × IKEA
As an extension of the Condomize campaign,
I developed a partnership with IKEA that includes a new product and a launch campaign.
Meet PROTEKKT – the newest product in the IKEA lineup, and of course, it comes with instructions for anyone who needs them.
A new product deserves a proper introduction:
in true IKEA style, a series of posters draws comparisons between PROTEKKT and existing IKEA products.
Social Media Campaign
Participants are invited to find creative connections using a headline that works for both PROTEKKT and other IKEA products. Using templates from IKEA's Instagram story highlights, they find the matching product, create their own story, and tag the IKEA profile. Each week, IKEA's social media team selects a handful of winners who receive vouchers or the product itself.
This project was developed as part of a campaigning course led by Prof. Matthias Beyrow at the University of Applied Sciences Potsdam.