Relate / United Kingdom / 2022Retail & Shopper
The Hornicultural Society.
Relate packaged condoms like garden seed packets to get over-65s talking about safe sex, launching them in a garden nursery.
- Brand
- Relate
- Agency
- Ogilvy UK
- Market
- United Kingdom
- Region
- Global
- Year
- 2022
The challenge
STIs were rising among people over 65, many of whom saw condoms only as contraception.
The idea
Cheeky vegetable-illustrated packs, styled as seeds, launched at a north London garden centre during National Gardening Week, backed by billboards. Free condoms were offered through Relate's website, and the packaging could be planted to biodegrade.
Results
- Relate's free condom stock ran out quickly
Case study source: Activation Ideas Source ↗
