In collaboration with the Center for Disease Control (CDC), we addressed behaviors that support gender inequality in sexual health. Sexual behaviors can easily be inhibited by stigma and double standards. Research insights showed that women are largely embarrassed to purchase condoms, and that some women judge other women who carry condoms to be promiscuous.
We chose to target condom packaging, which is either typically generic or overtly targeted toward men, to create a less embarrassing purchasing experience for women.
The work resulted in “Mine”—condoms you don’t want to hide. Mine products are packaged in a way that women feel comfortable to have them out on their bedside table, or in their grocery bags. The products are gender-neutral, attempting to dilute gender stereotypes and shift the imagery of current condoms in the market.
Additionally, Mine provides additional product pairings, such as selling condoms and tampons together, providing a combined caddy for the bathroom home and further decreasing the embarrassment of in-store purchasing.