Introduction
In 2025, discussing condoms remains a taboo in many societies. Prudence, a leading condom brand and sexual health advocate, has broken new ground by collaborating with Panam, an iconic footwear brand, on the “Prudence x Panam: Pisa Seguro” campaign. This partnership not only commemorates over two decades of dedication to sexual health but also demonstrates courage in a country with lingering prejudices surrounding this topic.
The Need for Improved Sexual Health in Mexico
Alan Vera Vázquez, Marketing Director of DKT Mexico, explains that this cross-marketing initiative between a sneaker brand and condom manufacturer is unprecedented in Mexico. He emphasizes that very few brands dare to address sexual health openly and fearlessly. This collaboration sends a clear message: Mexico needs sexual health awareness, and all brands should participate in the conversation.
Despite 83% of Mexican adolescents using condoms during their first sexual encounter, only 41% of adults use them regularly. Moreover, 50% of adults admit to not knowing how to use condoms correctly.
Panam’s Innovative Approach
In an interview with El Economista, Vera Vázquez shares that the team sought unique platforms to display their message, ensuring people see and use condoms. He highlights that their goal is not profit but education and protection.
After brainstorming numerous ideas, Panam and Prudence designed a disruptive, bold, and different sneaker with an intelligent message. The key difference lies in the additional compartment, which securely stores a condom without causing friction.
Vera Vázquez explains that the target audience is broad, encompassing anyone who wears sneakers and may not typically use condoms. The campaign aims to reach those who haven’t been targeted or approached yet.
He stresses the importance of aligning corporate values with product identity and messaging, which leads to socially responsible marketing. When individuals adopt healthier habits like quitting smoking, exercising, or using condoms, it positively impacts their lives – that’s socially responsible marketing.
Prudence’s Role and DKT International
Paola Reglín, Panam’s spokesperson, expressed enthusiasm for the alliance, citing Prudence’s non-profit status through DKT International as a significant factor in their decision. DKT International focuses on reproductive health and family planning, using condom sales to fund social programs promoting the prevention of unwanted pregnancies and sexually transmitted infections.
“Pisa Seguro” resonated with us because it perfectly encapsulates our product – sneakers – while also being aesthetically pleasing, commercially successful, and functional. The side compartment reinforces Prudence’s essence, ensuring there’s no excuse to forget a condom with your footwear.
Key Questions and Answers
- What is the “Pisa Seguro” campaign? It’s a collaboration between Panam sneakers and Prudence condoms, integrating a secure compartment for condoms into the sneaker design to promote sexual health awareness and responsible behavior.
- Why is this campaign significant? It’s the first of its kind in Mexico, breaking taboos around discussing sexual health openly and integrating it into everyday life, fashion, and pop culture.
- What challenges does the campaign address? The campaign tackles low condom usage among adults and incorrect usage, aiming to normalize conversations about sexual health.
- Who are the organizations involved? Prudence is a condom brand under DKT International, a non-profit organization dedicated to reproductive health and family planning. Panam is an iconic sneaker brand.
- What is DKT International’s mission? DKT International finances social programs promoting the prevention of unwanted pregnancies and sexually transmitted infections through condom sales.
