Dear Condom

Dear Condom
Dear Condom II – RFSU Calls for More Open Communication During Sex
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To highlight the importance of communication during sex, the Swedish contraception brand RFSU(Swedish Association for Sexuality Education) is launching an explicit interactive film ‘Dear Condom II’ that shows the naked truth – literally – of what young people are thinking in the heat of the moment.
The interactive short film shows an intense and heartfelt meeting between two people. The story is told through their thoughts, and the viewer can switch between each person’s perspective – from the first nervous move at a house party through to passionate sex by a lake.
The thoughts voiced in the script are based on real interviews with young Swedes, revealing questions, concerns and insecurities about sex that many would never dare to communicate.
“Having insecurities when it comes to sex is such a common thing – but many are scared to share them because it means they have to show vulnerability. By portraying – in a raw and honest way – that no one is alone in having these thoughts, we hope that we can give more people the courage to share them and start the dialogue,” says Anette Otterström, Nordic Brand Manager at RFSU.
The campaign, created by the Stockholm-based agency House of Radon, is a part of the long-term initiative “Dear Condom”. It launched in 2018 to encourage condom use by portraying condoms in authentically sexy contexts and by sharing people’s unfiltered positive and negative views towards them. Despite being predictably blocked by internet giants like Facebook, Instagram, and YouTube, the campaign spread rapidly, making condoms a hot topic across Scandinavia and earning the campaign numerous national and international awards.
“Condoms are not a clinical, necessary evil that you should use because you have to. Rather, they are a statement: a way to show that we respect and care for ourselves and other people. Dear Condom is about amplifying that message and shifting the conversation about condoms – from being the subject of stigma and prejudice to become a provider of freedom,” says Alexandra Arvidsson, Copywriter/Creative lead at House of Radon.
At dearcondom.org , RFSU is providing concrete tips and tools on how to practice better communication during sex. To support the campaign, several artists and influential profiles have shared their own “secret sex thoughts” on Instagram, accompanied by the hashtag #DearCondom.
To tackle the risk for message blockage in social media, Dear Condom is also going analog through movie posters along the streets and inside youth clinics in several cities across Sweden. It will also be shown both on and off-screen at cinemas.
About RFSU
RFSU is a non-profit, non-governmental organisation without party-political, trade union or religious affiliation. We run projects and programs to promote access to sexual and reproductive health and rights — both in Sweden and inter- nationally. RFSU plays a leading role in shaping the political agenda on gender equality (as well as SRHR) in Sweden and internationally. In addition, RFSU runs a company, RFSU AB, that makes and sells condoms, lubricants, sex
toys and pregnancy tests. RFSU AB has produced this campaign.
Credits
Campaign: Dear Condom II
Advertising Agency: House of Radon, Stockholm, Sweden
Actor: Peter Lundhall
Actor: Gabriella Engdahl
Hair And Make Up: Soley Astudottir
Stylist: Sofi Gregersdotter
Set Designer: Johan Broome⁣⁣⁣
Grade: Miles Lembke⁣⁣⁣
Sound: Ponytail⁣⁣⁣
Music: City Father
Director Of Photography: Albin Sjödin
Lead Developer: Furkan Bayraktar
Designer: Christoffer McKie
Paid Media: Oliver Powers
Paid Media Strategist: Christopher McClaren
Designer: Andreas Knutsson
VFX & Motion: Leo Köhler
Editor: Petrus Lidbeck
Editor Lead: Anton Nicolau Noren
PR Lead And Creative: Johanna Lindberg
Project Manager: Frida Sarachu Nilsson
Account Director: Maja Haraldsson
Producer: Erik Skånmyr Hero
Director: Marcus Lundin
Creative Lead & Copywriter: Alexandra Arvidson
Tags:
Integrated Campaign, Sweden, Public Interest, NGO, RFSU, House of Radon, Dear Condom II
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Dear Condom

Breaking Barriers with Award-Winning Communication

RFSU’s sales of condoms increased by 6% and actual condom use – most importantly – went up by 8%.

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Founded in 1933, the Swedish Association for Sexuality Education – or Riksförbundet för sexuell upplysning (RFSU), in Swedish – is a non-profit organisation with a focus on sexual and reproductive health and rights, including the right to free abortion. The organisation aims to increase knowledge and openness on sexuality issues, promoting the view that everyone should have the freedom to be who they are, to choose, and to enjoy. RFSU is the owner of RFSU AB, which sells condoms, personal lubricants, sex toys and pregnancy tests.
It’s a campaign that would go on to be recognised as the 12th best PR campaign (by the world’s biggest PR awards program) in the world that year. But it started with a statistic. Or rather, two.
80% of Scandinavians say that they like to use a condom when they have sex with someone new. Only 50% make it happen. Our task for our client RFSU was to do something about this – to close the condom gap.
The success of this campaign “Dear Condom” and its follow-up “Dear Condom II” was owed not just to powerful film concepts that resonate with the target market; the campaigns also went against the grain of traditional media strategies – and yielded striking results.
Most importantly, they achieved what they set out to do: increase the use of condoms in the Nordics.
In a world where condoms are often belittled or made the subject of jokes, we chose to instead make the condom sexy. How? By being brutally honest. To shine a spotlight on the positives of condoms, we would first need to make it apparent that we know there are many negatives as well.
Dear Condom is a raw and honest portrayal of the love-hate relationship many people have with condoms. In a film that resembles a music video more than a brand film, we see a range of different sexual partners in an array of intimate contexts. The tension. The awkwardness. The excitement. It’s all there: palpable – and beautifully captured.
As it builds towards its climax, the statements made in the voiceovers – which are based on real interviews with young Scandinavians – shift from being disparaging about condoms to expressing a range of positive sentiments.
To deepen the conversation, we created an online portal where we continued the brutal honesty. Along with the film, visitors could watch video snippets featuring well-known couples and friends sharing their unfiltered views on sex and condoms. Our frank and honest approach clearly struck a chord amongst youth.
Part of making condoms sexy meant shooting a sexy film with some degree of nudity. This made it difficult to run the campaign using paid ads on platforms like YouTube, Facebook and Instagram. When we tried, our ads got blocked.
Why not just create a censored film? The answer lies in the fact that RFSU does much more than make condoms. It's a non-profit organisation which has been fighting for body rights since it was founded in 1933. It would go against the spirit of the organisation to pander to the tech giants in such a way as altering the content of your film to suit them.
Still, we needed to get this important message out there. We soon realised we would have to go against the grain of today’s campaign strategies, which tend to rely heavily on paid social ads. In the end, we chose to work with a great variety of influential people across Scandinavia.
Through their channels, it was possible to break through to our target group. We also generated buzz through earned media. Sure, the social giants blocked the film, but news of this fact only drove greater interest. The campaign spread far and wide.
How do you follow up such a successful campaign? By going back to the heart of Dear Condom: telling truths that aren’t often spoken.
Where Part 1 was about different sentiments towards condoms, Part 2 would be about the hidden thoughts between sexual partners that aren’t spoken – but perhaps should be.
To bring this concept to life, we created a film that showed a sexual encounter between a young woman and a young man. The twist is that the film is interactive: the viewer gets to choose whose story to follow – and when.
They can watch one person’s point of view the whole time, or they can toggle between the two. Whoever’s story they were watching would affect whose thoughts they would hear in the voiceover.
RFSU’s brand awareness went up across Scandinavia and t oday, Dear Condom is being used by schools across Scandinavia. The campaign was recognised as 12th best PR campaign at the 2019 Global Sabre Awards.
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