Durex will create a limited condom series packaging that highlights the 1 in 4 statistic. The boxes will appear to look the same on the outside. But on the inside, people will find that 1 in 4 condoms have a different design.
Durex will take-over the New York subway by painting 1 in 4 seats a different color.
The call-to-action across the campaign is to drive people to the website BreakingTheStigma.com, where people can learn more about the efforts the campaign is trying to make.