Here’s the case study (and voting page!) that’s posted on the Festival of Media site.
Planned Parenthood needed to address a big social problem: unwanted pregnancy and sexually transmitted diseases among 18-25-year-olds. Research discovered that most women rely on their partners to supply condoms. Planned Parenthood’s brand in particular was viewed as inferior because it was given away for free.
The solution was to rebrand Planned Parenthood Condoms specifically for women 18-25 and focus communications around the new condoms. Re-branded as Proper Attire: Required for Entry, the condoms were positioned as a must-have fashion accessory that women would be proud to carry and that retailers would be willing to sell.
The new brand was launched as an upmarket brand in February 2008 during Fashion Week. By July, the brand was being sold in 14 high-end fashion boutiques and hotels, a new website had launched and pre-orders of condoms from Planned Parenthood affiliates were double those of 2007. In February the brand took over the inside of A-list nightclub Bungalow 8 for a month-long installation to coincide with the official launch and Proper Attire will launch its first advertising campaign to coincide with the Fall 2008 Fashion Week in New York. The brand has also partnered with fashion designer Yigal Azrouël to launch a range of branded clothes as part of his Spring 2009 Womenswear collection at the Fall Fashion Week in September. There will also be special editions of condom packaging to match the theme of the show.
Proper Attire has helped Planned Parenthood garner a host of PR, featuring in Cosmopolitan, Glamour, Shape as well as the New York Times, the IHT and more than 250 other publications around the world.
Thanks to Proper Atttire, today there are 12 million more condoms in the purses of young women, making many times more impressions that safe sex is beautiful
[x-posted from House of Naked]
Tags: brand, condoms, design, fashion, integrated communications planning, launch, linkedin, not-for-profit, planned parenthood, proper attire
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