The Challenge
Despite decades of public health effort, HIV and sexually transmitted infections (STIs) remain persistent and preventable threats – particularly among young people and marginalised communities. While condoms and lubricants are proven, low-cost prevention tools, consistent and correct use remains uneven.
"The challenge is not a lack of awareness alone. It is rooted in acceptability, stigma, and lived experience."
Many people avoid or inconsistently use protection because:
- Condoms are perceived as uncomfortable, poorly fitting, or pleasure-reducing.
- Cultural norms frame condom use as shameful, mistrustful, or taboo.
- Products and messaging feel clinical, foreign, or disconnected from real relationships.
- Negotiating protection is difficult, especially for women and young people with limited agency.
- Access is often separated into "public health" vs "commercial" channels.
The Consequence
As a result, individuals are forced into an unfair trade-off between pleasure, trust, and protection. This disproportionately affects vulnerable populations, including women, youth, and communities already facing health inequities.
HERO_Protect exists to close the gap between knowing and doing – by making protection something people trust, choose, and feel good about using.
Our Approach
We believe prevention succeeds when protection is trusted, chosen, and normalized.
Feel the Fit. Trust the Shield
