Max, a slippery little fellow with an enticing aroma, is hanging around in taverns, universities and even spaza shops.

Max is the new Department of Health condom launched late last month. A billion of the scented sheaths are on their way to traditional outlets, and more unusual ones too.Much effort had gone into creating a condom that was effective as well as attractive, said Tessa Meyer, marketing and communications manager for the Society for Family Health (SFH).The NGO, a consultant to the Department of Health, has been disseminating health products and services to vulnerable and low-income communities for more than 20 years, focusing on HIV/Aids prevention."By 2012, research started to show us that condom use was on the decline. The condom is the backbone to prevention of HIV transmission, so something had to be done," said Meyer.Free condoms occupy 70% of the condom market.story_article_left1SFH was commissioned to do research and it emerged that young people in particular wanted condoms that were fun, smelt good, and were effective."The government made a huge investment in the first phase of the roll-out: a grape-flavoured, grape-scented and grape-coloured Choice brand - 50 million were distributed."Post-distribution research showed that the campaign was extremely successful. "We recommended that the department add new variants - strawberry, vanilla and banana - and possibly give the brand a new, more playful name. Max comes from "maximum protection" but you can also say: 'I hang out with my mate, Max.Research also showed nontraditional venues are far more likely to attract a youth market. "A 19-year-old is unlikely to walk in to a clinic for condoms."SFH public sector manager Lethu Dlamini said uptake of the grape-flavoured Choice was significant. "The old Choice would be turned away. At one location we delivered 60,000 and three months later 22,000 were still there. With the new grape Choice, we would deliver 40,000 and a month later we would be getting phone calls for more."They expect even greater results from Max with its bigger, more exciting range. "These condoms are making a profound difference in young people's lives," said Meyer...