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.