May – July 2012
Headline: LA’s Next Sex Symbol
Tagline: Show me your Package. . .
The campaign launched with the “LA’s Next Sex Symbol” contest. The creative asked residents to submit photos or artwork to ultimately be featured on an official Los Angeles-branded condom. The top 10 wrapper designs will appear on one million and one condoms set for free distribution throughout LA County.
The top 50 designs were chosen by the Los Angeles County Department of Public Health’s Division of HIV and STD Programs’ Community Advisory Board. From the top 50, the public voted for the grand prize winner, runners-up and finalists. The winners received donated prizes and were announced on June 27, 2012.
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