Brave by Durex

D&AD New Blood Awards
Across all STIs, the highest rates of diagnoses are seen in 16 to 24 year olds. Condoms are the only effective method of preventing the spread of STIs.
The campaign must galvanise 16 to 24 year olds across the world to stand up for their right to protect themselves. And make carrying, and using, a condom the norm. Just like making a cup of tea or brushing your teeth. 
How can you persuade young people to make carrying them a habit?
Pockets positions, shapes and fabrics are singular on each culture, but universal the use we do. Our purpose aim to reinvent pockets for exclusive condom use. From this point Brave is born, a movable pocket that youngs could place over his outfits to normalise the condom use and make carrying them a habit.


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