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THE STRATEGY
Access Creates Acceptance
Perhaps it's our puritan roots or simply that sex makes us squeamish, but condoms, despite their ability to save lives, often carry a negative stigma. Our core challenge for the NYC Condom initiative was to lessen the negative atmosphere surrounding condom distribution. A comprehensive design strategy was needed. For the NYC condom, we believed a bold, approachable brand identity would make the condoms inviting. For the NYC Condom dispensers simple functionality plus a friendly form was critical. With the two pieces working in tandem, we hoped to
create an air of openness and acceptance about condom usage, removing any sense of shame or guilt.
We also understood the design needed to be distinctly New York and appeal to people across numerous subcultures. This program needed to pander to populations at both ends of the economic sphere and in all parts of the city. Finally, the dispenser would need to withstand heavy wear and tear, while retaining its pleasurable and iconic aesthetic.