Proof of Concept

Overview

One year after the 2010 earthquake, unplanned pregnancies spiked, threatening to overwhelm hospitals and maternity wards in Haiti.

Condoms do two things really well: They prevent unwanted pregnancies, and they stop the spread of sexually-transmitted diseases. Doing both can have a broad effect on a community's overall health, especially in developing nations where people have limited access to medical care.

Situation:

Lack of condoms is a global problem, and Sir Richard's was founded by a team of socially conscious entrepreneurs and designers who are committed to combatting the spread of sexually transmitted infections.

In addition to helping bridge the need gap for condoms, Sir Richard’s planned to deliver a product and brand that was culturally relevant to Haitians, thus promoting usage.  Sir Richard’s worked with Marc Baptiste, a Port-au-Prince native, and acclaimed artists, to create the brand KORE, (pronounced kȯr-ā) which is a slang term that translates as “I have your back.” The packaging also incorporated Haitian Kréyòl messaging and visual instructions.

Now that the ‘brand’ and concept had been created the question was how to prove the concept would work on the ground in Haiti?

Solution:

The CEO of Sir Richard’s contacted us knowing our connections and work in Haiti, primarily as a result of our operations before and during the earthquake. After being briefed on the intended objectives of the ‘market visit’ we drafted a plan and proposed a support team consisting of local Haitians in Port-au-prince and a senior consultant that had spent a significant period of time in Haiti.

The consultancy consisted of local security and support with transport, secure accommodations and the coordination of advance site visits, planning and organizing meetings with various aide groups, hospital administrators, local clinics, entrepreneurs even a Voodoo priest.

The visit had some ambitious goals in order to test the brand (Kore), better understand the local culture and the needs of Haitians of all generations and backgrounds and all while navigating the risks to visiting foreigners.

On February 13, 2012, Sir Richard's Condom Company proudly announced its inaugural contribution of 500,000 condoms to Haiti and later went on to donate over 1.2 million condoms. The Haitian branded condom, KORE (pronounced KÔR-Ā), was designed in collaboration with local artists and cultural advocates with the intention of delivering a condom brand that is culturally relevant to Haitians, thus promoting usage.

You can learn more about Sir Richard’s and Kore here - https://vimeo.com/47945581