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Overview
This condom packet features 'Love Your Condom' (LYC) which was the brand name for New Zealand AIDS Foundation's successful HIV prevention programme established in 2011.
The symbol of a heart with wings over a condom was applied to a wide variety of campaigns and collateral, including posters, condom packets, billboards, and online channels.
Love Your Condom aimed to build a positive condom culture among gay and bisexual men, and was advertised as a stand-alone brand. LYC celebrated sex in a positive and playful way in public, rather than being associated with sickness and death.
The campaign was considered a success with HIV diagnoses decreasing among gay and bisexual men, and increasing numbers of men using condoms with casual partners.