In the period 2008–2009 the Dutch Safe Sex Campaign (DSSC) effectively improved the attitudes and intentions among young people (18–25 yrs) to maintain condom use in a new relationship until both partners have done a STI test. The positive intentions increased from 50% (Aug 2008) to 73% (Nov 2009). However, no changes were seen in self-reported condom use in this period. Theoretical models show that in case of positive intentions a strategy aimed at improving implementation intentions can be effective on behavioural level. In line with this strategy DSSC 2011 is designed to improve implementation intentions in the chain of skills which are relevant for condom use: buying—carrying—communicating about and using condoms. Method The campaign strategy consists of three stages. In the third stage (Sep 2011) an e-learning module will be launched which will train condom skills and help to concretely plan condom use. The first two stages are especially designed to generate content for the e-learning module in co-creation with the target group members and the MHC. In the first (awareness) stage of the campaign (Feb 2011) members of the target group were invited to report about the campaign. A kick off session was organised for editors of school magazines and popular vloggers (video webloggers). During the kick off the young reporters were facilitated to produce their own safe sex campaign materials. They were also given the opportunity to interview a Dutch celebrity about the campaign topic. The results were used to promote the campaign on YouTube, Twitter and local school magazines. At the same time discussions and polls about the campaign topic were initiated on several community sites. In the first stage, the campaign also provided a game to the MHC. This game is played in school classes with students of secondary education. The game consists of settings that are relevant for the e-learning module: a drugstore (buying condoms), schoolyard and disco (carrying condoms), bedroom (communicating and using ...