A bold, stigma-smashing campaign aiming to normalise conversations around genital herpes. One in Ten uses striking visual design across posters, stickers, billboards, a website, Instagram feed and stories to connect with a Gen Z audience through honesty and humour. At the heart of the campaign is a pair of branded mini underpants, designed to slip over condom boxes in stores. Bringing the message directly to where it matters most: the bedroom aisle.