As a group we set out to explore the best ways to apply sustainable design to a big challenge, sex. Sustainability at it’s best provides life enhancing ways and there’s no more apt topic to apply sustainability to than sexual health. Sustainable sexual health is not a phrase in our lexicon and for some justifiable reasons, it’s a highly individualized and the stakes are high. Through our research we focused on condoms as the primary method that men and women use together that prevents pregnancy and STDs. Worldwide there are over 10 billion condoms used annually, and even the most environmentally green person doesn’t purchase with the social impact in mind and disposes of them with hardly a thought of their impact. 70% of the condom market is dominated by one brand, Trojan, but in our tireless review of other offerings we were able to find a glimmer of hope, L. Condoms. This condom met our principles of being sustainably produced (more pure latex which leads to improved biodegradability), sustainably packaging (recycled material and plant based ink), and lastly, and most importantly, a social mission built into their business model (1-for-1). We found the answer to our problem, an awesome sustainable condom, the challenge was how to make it better. The biggest opportunity for L. is the access to a new channel of mass retail by launching at Target. With a 1-for-1 model, if they gained 5% of market share they would be able to provide condoms to sub-saharan countries most impacted by HIV/AIDS. With the potential to make impact around the world, we refreshed L.’s already sharp male-focused marketing to start the conversation of empowering women to “own it.” Women have more and more control in every aspect of their lives and sexual health is no exception. We’re targeting the women who wants freedom from being embarrassed about taking control of her sexual health. We will position L. to fit with the millennial do gooder woman who expects more, in every aspect of her life. Our second message will tie “own it” to the global impact. In our research we found that the millennial shopper expects brands to have a good-factor built in. This is why this message is second, it reinforces what consumers already want, a great brand doing great work.