Valtech RADON, the creative studio of experience innovation company Valtech, today announced it has been shortlisted at the New York Festivals Advertising Awards for its work on The Condom Call, a campaign created for the Swedish Association for Sexuality Education (RFSU). The campaign was recognized in the Social Media & Influencer: Best Use of Influencer category.
Turning social influence into real-world action
The Condom Call was built around a simple insight: Most young people understand the importance of using condoms, but many forget in the moment.
Rather than asking influencers to simply promote safer sex messages to their followers, Valtech and RFSU found a way to turn social influence into action. The campaign encouraged young people to look out for one another by sending timed condom reminders to friends before nights out, dates and other situations where protection might be needed.
"The Condom Call demonstrates how creativity, technology and social influence can work together to create real-world impact," says David DeCheser, Global Chief Creative Officer at Valtech. "Instead of using influencers only as broadcasters, we created a platform that empowered friends to influence each other at exactly the right moment. That shift helped turn awareness into action."
At the center of the campaign was a proprietary digital platform where users could schedule and send personalized Condom Calls directly to friends through their preferred messaging apps. Senders could choose from a range of humorous reminder calls voiced by well-known influencers and characters such as "Your Brain" and "Chlamydia," making an often awkward topic more approachable and memorable.
Designed for the way young people communicate
Developed in response to declining condom use among 16–20 year olds across the Nordic region, the campaign was designed around existing social behaviors rather than traditional public health messaging.
Influencers helped spark participation across Instagram, TikTok and Snapchat, but the campaign's success depended on peer-to-peer sharing. By giving young people a simple way to send timed condom reminders to friends, The Condom Call transformed condom use from an individual responsibility into a social act of care and encouragement delivered precisely when it mattered most.
From awareness to measurable behavior change
The campaign generated an estimated 80,000 shared Condom Calls. Nearly half of recipients visited the platform, and 45 percent of those users went on to send a reminder themselves, creating a powerful chain reaction driven by friend-to-friend engagement.
Most importantly, RFSU's annual survey recorded measurable increases in both condom-use intention and actual condom use among 16–20 year olds across Sweden, Norway and Finland. In Finland, condom use with a new partner increased from 60 percent to 68 percent, while Norway saw an increase from 50 percent to 56 percent.
"Young people already understand the importance of protection. The challenge is making it part of the moment when decisions are made," says Anette Otterström, Head of Brand & Communication Nordic at RFSU. "The Condom Call helped friends remind and support each other in a way that felt natural, relevant and easy to share, and we're thrilled to see the work recognized internationally."
Recognition of creative excellence
The New York Festivals Advertising Awards celebrate creative excellence in advertising and marketing communications from around the world. The shortlist adds to a growing body of recognition for Valtech's work at the intersection of creativity, technology and experience innovation, demonstrating how digital products and creative campaigns can work together to drive meaningful behavior change.
About Valtech
Valtech, the global leader in experience innovation, exists to unlock a better way to experience the world. By delivering sustainable, human-centric digital solutions that prepare businesses for the future, we empower brands to leapfrog the competition and surpass best practices. Our 6,000-strong team in 24 countries crafts intelligent, personalized experiences that blend crafts, categories and cultures.
At the intersection of data, AI, creativity and technology, we touch lives, grow businesses and unlock value in a digitally accelerated world. Our clients include the world's leading brands, such as AXA, Dolby, Mars, Mercedes, P&G, Santander, Toyota and Volkswagen. See our work at Valtech.com.
About Valtech RADON
Valtech RADON is a creative hybrid agency offering creativity, strategy, production and media under one roof. By combining our creative edge with Valtech’s expertise in digital business transformation, we create impactful communication across every part of the brand experience. Our clients include Husqvarna, Essity, Assa Abloy, RFSU and Yale. Learn more at valtechradon.com.