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Concept Campaign · Cultural Education Platform
Developed a conceptual cultural campaign positioning Trojan as a modern sex-education platform built around real search behavior. The concept transforms anonymous late-night Google searches about sexual health into public media moments through billboards, a weekly expert podcast, and a medically reviewed digital hub. By turning private uncertainty into visible conversations, the campaign reframes condom marketing from product promotion into cultural guidance.
How can a condom brand communicate in a category restricted by advertising regulations and cultural stigma? How can Trojan build trust and credibility instead of simply promoting protection? How can sexual health education be delivered in a way that feels responsible, informative, and culturally relevant rather than exploitative or sensational?
Developed Late Night Searches, a behavior-driven campaign built on real search data. Urban billboards display anonymous sexual health questions exactly as they appear online, placed in nightlife districts, subway platforms, and other high-dwell environments. Each placement includes search volume and a QR code leading to the campaign platform. The ecosystem expands through a weekly expert-led podcast unpacking one search question at a time, alongside a website providing medically reviewed answers supported by organizations such as the CDC and Planned Parenthood. Trojan packaging connects the product to the platform through a QR code and insert card reading: “You searched. We answered.”
Positions Trojan as a trusted authority in sexual health education rather than only a protection brand. Turns private uncertainty into open public dialogue while staying within advertising restrictions. Builds emotional trust through guidance and credible information while connecting urban media, digital education, and product packaging into one behavioral ecosystem.
““People already search these questions every night. The opportunity isn’t to advertise protection louder — it’s to show up where curiosity already exists and answer it with clarity.””
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