In urban Milwaukee, the teen birth rate is more than three times the national average. And STIs are the highest in the country. These teens are receiving the message, but they’re ignoring it because social acceptance is everything. To them, condoms just aren’t cool. So instead of changing the conversation, we changed the product.

We created Naughty Bags, a new kind of condom brand, reinvented on urban teens’ terms to completely change the way they feel about using condoms. All of the names on the wrappers, and the brand name itself, are euphemisms teens use themselves. We brought to life 10 different names to express the personality of the brand—names like “Ham Holster,” “Papa Stopper” and “Snake Sweater.”

In just one month, our community condom distribution partner distributed three times the number of free condoms it gives out in a typical month, with 9,410 condoms distributed to the 19,549 teens in our target zip codes. And do date we’ve had almost 18,000 visits to the Naughty Bags website