Problem
Despite wider access to sexual health information and contraceptive methods, condom use has been declining in the United States, especially among Gen Z and young adults.
The Reason
The conversation isn’t happening. Both young adults and parents refuse to have THE TALK because of embarrassment.
Audience
Digitally native, expressive, inclusive, and deeply engaged in storytelling through gaming.
The Sims 4 players are 60% women aged 18-24 and 45% non-heterosexual (Maxis, 2023), the exact demographics experiencing the steepest decline in condom use. This community values inclusivity, self-expression, and playful storytelling, but faces the same barriers to safe sex conversations as their peers: awkwardness, stigma, and outdated messaging.
Idea
Trojan taps into the gaming world partnering with The Sims 4 to launch “WooHoo Edition” a playful campaign that brings safe WooHoo mechanics into the game and real life through a game pack and special edition condom and lube set, because
Some choices matter in EVERY reality.
Execution
Meet the audience where they already spend their time – both digitally and physically – with a limited-edition Sims-themed Trojan line including latex condoms and WooHoo Lube, plus an in-game update with resources to Buy Protection, Control Pregnancy, Visit a Clinic, and Safe WooHoo moodlet.
Social media transforms safe sex into a trending conversation through memes and peer-to-peer storytelling on TikTok, Instagram, and Reddit.
Meanwhile, strategic OOH placements near college campuses and urban transit hubs bring the message into the real world.
Public visibility removes stigma: if it’s on a billboard, it’s safe to talk about.
Together, these touchpoints bridge the digital Sims world with real-life decisions, making protection part of the cultural conversation instead of an awkward obligation.
Results
Safe WooHoo achieved what traditional safe sex campaigns couldn’t: it made condoms part of the cultural conversation instead of an awkward obligation.
By meeting Gen Z and LGBT+ youth in The Sims, the campaign sparked viral engagement, drove product demand, and most importantly, changed how young people talk about protection.
Miami Ad School
Strategists: Luka Nonato and Ceshya
Art Directors: Luka Nonato and Leonardo Botinno
Video Editor: Bruno Maruchi