Sexual wellness brand Roam is calling for greater inclusivity with its latest integrated brand campaign to celebrate the launch of its ‘world first’ skin tone condoms.
The out-of-home led campaign challenges a perceived lack of innovation within the sexual wellness industry by showcasing the different tones available as part of the brand’s new inclusive condom range.
From today (24 April) assets have gone live across all London Underground lines in over two thousand tube carriage panels for the next two weeks.
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“We are really proud to be creating noise in the market like never before with the launch of our Skin Tone Condoms,” a Roam spokesperson said.
“This world first presents a choice that has never existed before within the sex care category, and challenges legacy brands who have failed to address nuanced needs of all sexually active communities. We hope this campaign encourages people to make a choice that feels good for them, and that this choice creates a conversation that has the power to bring about change.”
Roam has also unveiled a partnership with sexual health charity Brook, in which the brand gives a condom back for each one purchased (buy one give one), helping to unlock contraception access in communities where sex is more stigmatised.
