Case Study: RFSU boosts condom use in the Nordics with Valtech’s award-winning campaign

RFSU boosts condom use by 8% with Valtech

RFSU, a Swedish non-profit organization focused on sexual health, faced the challenge of closing the "condom gap" between the number of people who intended to use condoms and those who actually did. To address this, they partnered with the vendor Valtech for a creative marketing and performance campaign.

Valtech developed the "Dear Condom" campaign, which featured a raw and honest film to change perceptions and make condoms seem sexy. When the film was blocked from paid social media channels due to its content, Valtech implemented an alternative media strategy using influencers and earned media to successfully reach the target audience. The campaign significantly increased RFSU's brand awareness across Scandinavia. Most importantly, it resulted in an 8% increase in actual condom use and a 6% rise in condom sales for RFSU.

RFSU