Over the last decade, marketing campaigns and initiatives have played a pivotal role in dropping the national teen birth rate to record lows. But across the country, there are pockets of teens living a different story – especially African-American teens in urban neighborhoods within cities like Milwaukee. There, the teen birth rate is more than three times the national average, and STIs are making a troubling comeback.

The problem for them isn’t that they’re not getting the message. It’s that they aren’t buying it. They see any message as the establishment telling them what to do.

So what do you do when no message is working? You reinvent the product instead.

Introducing Naughty Bags, an entirely new brand of condoms designed to give them a condom they can relate to. One that’s not clinical, boring and serious. One that, developed with these teens' input, can speak to them on their terms so they’ll actually want to use it.

Then, we had to find ways to distribute the condoms on their terms, too. So we left the old channels behind and instead created branded dispensers located in places where they hang out. Like neighborhood barbershops. And for those teens looking for more discretion, we created disguised dispensers, in the form of "Birds and Bees" newspaper boxes.