Weekday chain stores and Swedish Association for Sexuality Education (RFSU)  joined forces on a new campaign in order to shed the stigma attached to buying and using condoms. Sharing the moto “Be carefree, not careless”, they’ve designed a condom range, that will be availale in all Weekday stores. They’ve declaired:

“It doesn’t matter who you sleep with or how long you’ve known each other, if you respect them – protect them. Keep a condom in your 5th pocket.”

In order to best promote their campaign, they teemed up with the soul-star Mapei, and created an interesting video. 20% of the sales from all WeekdayxRFSU products will be donated to RFSU to support their international contraception and prevention program.