In 2017, AIDS Healthcare Foundation (AHF) once again demonstrated its global leadership in HIV prevention with International Condom Day, themed “Always in Fashion.” Observed each year on February 13 alongside Valentine’s Day, the “Always in Fashion” campaign focused on promoting safer sex through creative awareness events and widespread free condom distribution. That year alone, AHF activated more than 100 events worldwide, including at least 17 across the United States, reinforcing the message that prevention should always remain accessible, visible, and culturally relevant.
The 2017 campaign stands out as a moment when prevention messaging fully embraced art and music to reach broader audiences. That year’s International Condom Day leaned into pop culture with the anthem “Always in Fashion,” a parody of Bruno Mars’ hit song “24K Magic.” Additionally, events around the world combined testing services, education, and large-scale condom distribution with high-energy public activations that reinforced prevention as both essential and empowering. AHF’s approach in 2017 reflected years of evolving outreach strategies – moving beyond traditional education campaigns and into experiences that made safer sex conversations more open, visible, and celebratory.
Globally, AHF took the theme to new heights. In Ukraine, AHF turned International Condom Day into a weeklong awareness campaign connected to Ukraine Fashion Week. AHF reached new, fashion-focused audiences through designers like renowned Ukrainian designer Oleksiy Zalevskiy, who utilized 5,000 condoms to craft runway-ready garments. Off the runway, AHF distributed 36,000 condoms and provided 322 HIV tests throughout Ukraine.
Looking back nearly a decade later, International Condom Day 2017 remains a strong example of AHF’s innovative approach to prevention and education. By blending fashion, music, community partnerships, and direct services, the campaign reinforced a simple but powerful message: prevention is essential, and access must remain a global priority. As we reflect on this year’s observance, the “Always in Fashion” campaign remains a milestone in making HIV prevention messaging bold, visible, and culturally connected.
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