Population Institute of Canada (PIN) 

The Population Institute of Canada has been tackling the issue of global over-population for decades. It is a sensitive, political, religious, cultural and economic quagmire.

So far, their best results have been as a political advocacy group with the odd scientific article. We approached them with a marketing strategy to appeal to a wide demographic audience in the guise of safer sex.

By wearing condoms, not only do you protect yourself, but the planet as well.

The humour makes the campaign memorable. It can be adapted to any medium, including social media and TV.