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Omaha has a startling high rate of sexually transmitted diseases and teen pregnancy. To encourage more youth in the area to wear condoms, The Women’s Fund of Omaha partnered with Serve Marketing to create a head-turning PSA campaign that they knew would get teens and parents alike talking about the issue of safe sex.
While many public service ads promoting safe sex use scare tactics to persuade, the creative team on this project chose to simply associate using condoms with being cool and stylish. To do so, Serve worked with college fashion designers to create a clothing line made out of condoms. Then, using stylish Omaha youth as the models, they create a set of ads, social post and posters meant to mimic popular fashion industry ads. To make the effort even more timely with teens, the campaign was was launched during prom season. Posters were placed in popular Omaha retail outlets where youth and their parents would be shopping for prom apparel. And an aggressive social media campaign was launched at the same time.
The campaign became a big hit in social media circles among Omaha teens and generated over 1,160,580 impressions with 45,105 engagements. Earned media garnered over 25,398,610 impressions leading to a total of over 26.5 million impressions. And over 10,000 condoms were distributed to teens as part of the campaign.