How CARE reframed safe sex through a race of 'athletes'

In a market where conversations around sexual health are often muted, CARE is taking a different route — one that is cheeky, culturally aware, and hard to ignore.

Developed in partnership with VML Malaysia, the “You’re the only winner” campaign reframed how condoms are marketed in a conservative landscape, shifting away from product features to a broader brand-building platform centred on confidence, responsibility and protection, especially in a category surrounded by taboo. 

Rather than leaning into clinical messaging or shock value, the campaign tapped into a simple but often unspoken truth: people want to feel reassured and empowered in their choices, without being judged.

At the centre of the campaign is a striking visual metaphor, where the tip of a condom reimagined as a finish line. Surrounding it are hundreds of millions of “competitors”, depicted as athletes swimming, cycling and sprinting toward a race they will never win.

Don't miss: Malaysian red packets that stopped us in our tracks this CNY

The twist? In this context, “winning” has nothing to do with crossing the line. Instead, it lies in making the responsible choice to use protection.

This reframing allows CARE to navigate category sensitivities while still delivering a bold and memorable message. By using sport as a universal language, the campaign sidesteps explicitness and instead lands on something more culturally accessible and shareable.

The campaign ran through the second half of 2025 primarily across social media, supported by out-of-home (OOH) activations and in-store materials as essential brand-experience (BX) touchpoints. According to VML, these touchpoints were designed to create a seamless journey from awareness to purchase, ensuring the idea translated beyond content into real-world engagement.

At its root, "You're the only winner" is positioned as a BX initiative, using creativity to shape how people experience the brand in culture, not just how they see the product on shelves. It also leveraged creative commerce and customer experience (CX) to ensure the journey from digital discovery to retail felt consistent and connected.

VML Malaysia explained that the idea was rooted in the approach of focusing on the person, not the product. The aim was to create a brand experience that feels relatable and modern, rather than preachy or overly instructional. 

“Human-first creativity starts with a simple truth: the most powerful ideas come from real human moments,” said Phoecus Lee, executive creative director, VML Malaysia. “By crafting every ‘athlete’ with its own character and care, we turned a quiet, taboo moment into something worth celebrating.”

The execution itself reflects that thinking. Significant attention was paid to detail, from the individuality of each “athlete” to the overall visual craft, ensuring the campaign felt distinctive rather than gimmicky.

Importantly, the work also signals a shift in how brands in sensitive categories can show up. Instead of avoiding the conversation entirely, CARE leans into it, but on its own terms using humour, metaphor and design to make the message more palatable.

Earlier this Chinese New Year, fellow local condom brand ONE, brought an eyebrow-raising twist to the annual tradition of angpao-giving through its branded red packets.

Designed in-house and full of playful surprises, the packets contained a condom, nudging toward safer practices and open conversations about sexual health. Over the years, the series has also become a collectible for fans who appreciate its bold, unexpected humour.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

Related articles: 
Filipino brand Jellytime rolls out condom line with HIV awareness advocacy 
Think your pull-out game is strong? Durex proves otherwise in retro game 
How Knorr is playing wingman as cooking heats up the dating game