In February 2016, a unique and eye-catching pop-up shop briefly appeared in Hackney, east London, capturing the attention and imagination of residents just before Valentine's Day. Rather than selling traditional romantic gifts like roses or cards, this temporary storefront was stocked with an array of colourful and flavoured condoms, sparking conversations and smiles across the capital.
A Playful Yet Purposeful Initiative
The Valentine's Condom pop-up, hosted by the youth charity Brook through its Come Correct service, offered condoms in varieties such as Blueberry Blast, Bubblegum, and Mint Tingle. This bold and playful approach was designed not merely for novelty but to make safe sex more accessible and less stigmatised for young Londoners. The pop-up embodied the vibrant, frank spirit of mid-2010s London, with its striking branding and direct messaging about sexual health.
Supporting Youth Sexual Health
At its core, the initiative was part of the broader Come Correct (C-Card) Scheme, which provides free condoms, lubrication, female condoms, dental dams, and sexual health information to individuals under 25 in participating London boroughs. Under this scheme, young people in Hackney could—and still can—collect free condoms from multiple locations across the borough, using a card that allows weekly access until their 25th birthday.
The pop-up served as a high-profile reminder of the importance of sexual education and resources, aiming to normalise discussions around safe sex in a fun and engaging way. By leveraging the timing of Valentine's Day, it successfully drew public interest to a critical health issue, encouraging a more open and informed approach among London's youth.
