The condom – more than protection
In 2023, condom use in the Nordic countries increased along with a change in attitude and behavior among young people. Honest and bold communication is part of the success behind the condom's new status.
Every year, RFSU measures condom use in our Nordic survey: Condom Check . RFSU also measures attitudes to condoms and, just as important, the size of the so-called condom gap. But what is the condom gap?
“You may be in favor of using a condom during sex, but when the time comes, you might not actually put one on – for a variety of reasons. That’s why we measure the difference between intention to use a condom and actual use. This difference is called the condom gap. And reducing the condom gap is important”, says Pelle Ullholm, who has worked with sex education at RFSU since 2002.
The good new is that the condom gap has narrowed in recent years. In 2023, statistics showed that both positive attitudes towards condom use and actual use had increased across the Nordic region, with marginal differences among countries. In fact, the condom gap narrowed by as much as 6% between 2019 and 2023.
The best condom users are the Finns, closely followed by the Swedes and Danes, while the Norwegians are slightly behind.
Why is there an increase in condom use in the Nordic countries?
According to Pelle Ullholm, who has followed developments in condom use closely as a sex educator at RFSU, there are several factors behind the increase in both the positive attitude towards condoms as well as their actual use.
“Firstly, young people today have grown up in an environment where young people’s lives are taken more seriously by adults. Secondly, general conversations about sex are more permissible, conversation about interaction and consent has been given a different space, and LGBTQI+ perspectives are much more obvious”, says Pelle.
“Today, the condom is linked to sexual communication in a completely different way than it has been before.”
The condom is a symbol of changing values
The use of condoms can also be seen as an indicator of changed social values.
“Consent and interaction, for example, are issues that have gotten more focus in recent years. And a consent law was passed in Sweden in 2018. Generation Z has grown up with these issues and it has obviously affected their values.”, says Pelle.
In RFSU’s annual Condom Check, it is clear that the condom has become a signal that the person who wants to use it is a caring, mature and responsible person.
Pelle Ullholm believes that the condom can also serve as a way of ensuring both parties really want to have sex. Not just that, it can be seen as a sign you care about your own health, which is only perceived as positive by the other party, according to the Condom Check.
Condom communication that contributes to change
Another contributing factor to the change in young people’s attitudes is that RFSU has invested heavily in recent years in communication about condoms and sex where both parties are equal.
Pelle Ullholm highlights the collaboration between RFSU and RFSU AB, which manufactures and markets the condoms, as a success factor. The focus on insights about the target group has been an important basis for communication, together with the help of research and data from surveys.
“We work with continuous measurements of the barriers to condom use and package them with positive reinforcement in our communication.”, says Anette Otterström, Nordic Communication & Brand Manager at RFSU AB.
“In this how, we can empower young people to think and make the right decisions. We have managed to get to the point today where it is perceived as positive to ask for or suggest using condoms.
We believe in honest, straightforward and inclusive communication, close to the experiences and values of the target audience. That's how you get through to someone. Pelle Ullholm, Sex Educator at RFSU.
Communication as a powerful tool
The clitoris campaign of RFSU is one example of communication that can contribute to sex where both partners are equal.
Another example, is the award-winning Dear Condom campaign, which aimed to endow the condom with new values. Instead of being seen primarily as protection against sexual diseases and unintended pregnancy, the condom was now seen as an enabler of good, hot and consensual sex. At the same time, the campaign highlighted the challenges that young people may experience about sex.
Just Give A F*ck
During the summer, when many young people are meeting new partners, it is once again time to remind people of the important and versatile role of condoms with a strong message that stands out. So on June 28, 2024, RFSU launched a new condom campaign across the Nordic region that celebrates those who stand up for themselves and others with the message: Just give a f*ck.
In this condom campaign, RFSU AB has chosen to overcome the harsh censorship that exists in social media. The campaign offers a sexier image of condom use – without showing actual sex. Instead, the campaign is fronted by faces that together lead a joyful crusade for a brighter future.
“We want to boost the condom with all the value it actually stands for. By using condoms, young people not only can protect themselves and their partners, they can also contribute to the improvement of sexual and human rights in the world, as the profits from our products go to RFSU’s long-term work. It’s a nice, simple act with a big impact.”, says Anette Otterström, Nordic Communication & Brand Manager at RFSU AB.
“Communication can be an effective tool to create change – if done in the right way, says Anette Otterström and shares some lessons to nudge consumers in the right direction:
“Being brave in your communication is an effective tool. Our long-term collaboration with the creative agency Valtech Radon enables us to continue to be bold, she says.
Three ways to create communication that makes a difference
- Get to know your target audience – find out their drives and barriers. What do they feel, how do they think and behave?
- Communication needs to be relevant, authentic and, in our case, bold. When it comes to condoms, we know that many people have a love-hate relationship with them, which we have chosen to be completely transparent about. Daring to be clear about the pros and cons gives high credibility but is quite unusual in marketing.
- Be persistent and remember that long-term change takes time. Follow up and set interim goals, highlight progressgreat and small even in your communication with the target group. Encourage more people to make the right choice by promoting others, for example by working with influencers who share their thoughts and experiences with condoms in a credible way.
The condom should be available where it is needed, and in a wide range. Anette Otterström, Nordic Communication & Brand Manager at RFSU AB.
Accessibility is important
“Since we own the condom category in the Nordic region, we have a great responsibility when it comes to availability and supply. The condom should be available where it is needed, and in a wide range.”, says Anette Otterström.
Which is why RFSU AB has also focused on promoting the condom in contexts where young people are active. For example, free condoms were handed out at the Way Out West music festival in Sweden, the Roskilde Festival in Denmark, Sideways in Finland and Idyll in Norway in 2023. And RFSU AB was on site to talk to young people about sex and consent.
The successful concept for the condom’s triumph in 2023 can be summarized as a mix of honest and courageous communication, based on the target group’s own reality. Combined with an accessible, broad and high-quality product range.
Sex educator for RFSU Pelle Ullholm hopes that attitudes towards and use of the condom will continue to improve, until a tipping point is reached, where the condom becomes the norm. That the condom discussion, instead of being about whether to stop using condoms in a relationship, will instead be about using condoms as the contraceptive method of choice.
“Used correctly, the condom is in many ways the best method available.”, says Pelle.
