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For the Department of Health of New York, fuseproject created a brand and product that is distinctly of the city: the NYC Condom. Making the entire ecosystem of the brand, condom wrapper and dispenser identifiable to the citizens of NY and driving adoption in a variety of venues was imperative to achieve the desired health goals: to prevent AIDS and teen pregnancies on a large scale.

The expressive identity on a black background is immediately recognizable, while the durable and easy to maintain condom dispenser fits in a variety of venues, from dive bar, homeless shelter to convenience stores. The approachable wrapper and dispenser encourages dialogue and use, and far exceeded expectations by tripling the original goal to over 39 million condoms distributed in the first year of the program.<<