The campaign, called Future Fab, that makes clear that using contraception is just a part of being cool for young people in Kenya.
When a nonprofit in Kenya made contraception free for teenagers and broadcast radio ads to announce the giveaway, not that many people showed up to claim an IUD or implant and condoms. In a country where rates of teen pregnancy and HIV infection are high, young people often still don’t use contraception. The nonprofit–Marie Stopes Kenya, the local equivalent of Planned Parenthood in the U.S.–decided to try something different. Working with Ideo.org, the nonprofit arm of the design firm Ideo, they created a new lifestyle brand that introduces the idea of using contraception in a way that feels almost incidental.