Some articles write themselves. Today, we were handed one by the The New York City Health Department, which just unveiled a new look and media strategy for its own brand of condom in the Big Apple.  The "get some" campaign involves the placement of sleek, modern condom dispensers filled with the NYC-wrappped rubbers in 200 locations around the city along with a series of edgier, sexier print and multimedia advertisements. 

To usher in the Valentine's Day spirit, street teams of city workers will meet commuters at busy crossroads and florists around the city to hand out the new NYC Condom.  And unlike free entry pass handouts to clubs, everybody will "get some."

Taking queues from Apple Corporation, NYC workers created a series of new ads, set to hip hop, jazz and Latin beats, featuring images of New Yorkers set against boldly colored cityscapes to promote their new brand. The ads will air in English and Spanish on cable, broadcast TV, and radio.  Display ads also appear in more than 1,000 subway cars citywide, as well as on phone kiosks and in check cashing outlets.

Dr. Monica Sweeney, the Health Department’s Assistant Commissioner for HIV Prevention and Control, is convinced the branding of the NYC condom as hip and sexy will increase condom use among city dwellers.  “The NYC Condom has shown us what a sexy brand can do for safer sex,” said Dr. Monica Sweeney. “We gave out more than 36 million of them last year. I hope the fresh look will help even more New Yorkers protect themselves from infection and unintended pregnancy in 2008.”

In the year since the NYC Condom was introduced on Valentine’s Day, the Health Department has watched demand for the condom rise to over 36 million condoms. That’s twice the number given out annually before the City launched its own brand and seven times the number given out annually just a few years ago. Some 900 local businesses, clinics, and non-profit organizations now distribute them free-of-charge.

Despite its new packaging, the NYC Condom itself has not changed. The distinctive new wrapper contains the same lubricated Lifestyles latex condom that was in last year’s subway-themed package.

Any New York City establishment – whether it’s a health club, coffee house, bar, barbershop or clothing store – can order NYC Condoms in bulk by calling 311 or visiting www.nyc.gov/condoms. The Health Department will deliver free NYC Condoms as needed to meet demand. Telephone and online orders are for organizations only.  But individual New Yorkers can call 311 or visit the website for updated information on where to find NYC Condoms – and how to get the most out of them.

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