ARCHIVEBETTER Climaxxx Turns Safe Sex Into a Climate Action Statement
Climaxxx is a carbon-neutral vegan condom launched by sustainable brand BETTER in the United States in February 2024, created with agency Spacecraft Earth, using a Valentine's Day integrated campaign to connect personal intimacy with climate action under the tagline "Do It For Earth."
The campaign arrived on Valentine's Day 2024, timed precisely to maximise cultural relevance in the United States personal care and wellness conversation. BETTER positioned Climaxxx not merely as a product but as a provocation — a satirical, sensorially charged entry point into the broader climate crisis conversation that most sustainability campaigns fail to reach. The brand's co-founder Elliot Glass has stated directly, per Clapboard's editorial record, that the direct relationship between the mental stress caused by climate change and its effects on intimacy was the core insight powering the campaign.
Climaxxx was made available online through the BETTER Climate Store, an experimental digital storefront the brand introduced in October 2023 as a mechanism for conversation and participation connected to the BETTER Climate Fund, which finances climate-mitigation projects. Greenwash, a soap marketed as a humorous way to wash away climate guilt, was BETTER's first highlighted product at the Climate Store launch, establishing the satirical product-as-argument framework that Climaxxx would deepen. In the United States market, where eco-anxiety sits at the intersection of public health discourse and consumer identity, BETTER identified an underserved creative territory: personal care as climate action. The campaign's Clapboard Score of 76 out of 100 reflects strong creative originality and strategic coherence alongside limited verified reach data at the time of scoring.
ARCHIVEBETTER built Climaxxx on a specific, documented physiological and psychological insight. Research featured in publications indexed by the National Institutes of Health demonstrates that extreme heat caused by climate change can reduce testosterone, impair sperm motility, interfere with menstruation, and lower libido — a scientific foundation that transforms a seemingly absurdist product concept into a grounded public health argument. A separate body of research, also surfaced through the National Institutes of Health, links the mental health crisis generated by the existential threat of climate change to reduced intimacy levels. BETTER's strategy was to unite both threads inside a single consumer moment.
Ben Becker, co-founder and Creative Director of BETTER and Spacecraft Earth, articulated the strategic imperative clearly: "Unless you tap into the immediate and very personal impacts of climate change, it's gonna be challenging to move the needle on positive climate action via consumer behaviors when we need it most, which is right now". That philosophy distinguishes Climaxxx from conventional sustainability marketing, which typically addresses climate change at an atmospheric or geopolitical scale rather than a bodily one.
The United States condom market sits within a global industry that, according to Global Market Insights, was valued at approximately 8.3 billion US dollars in 2024 and is projected to reach 20.8 billion US dollars by 2034, driven by a compound annual growth rate of 9.8 percent from 2025 onward. According to Global Market Insights, the natural condom segment represented 93.1 percent of the global market in 2024, with demand accelerating on the basis of eco-friendly and skin-safe product preferences. In North America specifically, Market Research Future estimates the region accounts for more than 37 percent of 2024 global condom revenue, confirming the United States as a primary battleground for sustainable personal care positioning. Established competitors including Reckitt's Durex, which according to market intelligence firm Mordor Intelligence holds substantial global market share with particular strength in developed markets, and Church and Dwight's Trojan brand, which commands dominant shelf presence across US retail channels, have not yet made climate-crisis messaging central to their condom marketing — leaving BETTER a genuinely uncontested creative position.
Spacecraft Earth directed and produced the Climaxxx campaign for BETTER. The creative execution centres on a 30-second film in which a couple, on the verge of intimacy, is visited by a climate-conscious fairy who materialises at precisely the right moment to deliver a Climaxxx condom. The fairy addresses viewers directly, delivering the line "do it for earth" while the film articulates the sustainable credentials of the product against a heavy 80s synth soundtrack. The tonal register is deliberately sultry, playful, and snarky — qualities that place the campaign in a specific creative tradition of sex-positive health communications that use irreverence to disarm consumer resistance.
Ben Becker served as co-founder and Creative Director on the campaign, with Spacecraft Earth functioning as both the brand's internal creative studio and production entity. Production credits beyond Becker's creative direction are not fully documented in public records available to Clapboard at the time of writing.
The visual language of Climaxxx is purposefully loud. The colorful brand design and the 80s-inflected soundtrack work together to signal that this is not a campaign asking consumers to sacrifice pleasure for sustainability — it is arguing that sustainable living and personal fulfilment are the same pursuit. Campaign magazine's Ad Nut column, in its February 2024 Valentine's Day advertising roundup as reported by Campaign Live, described the Climaxxx film as "funny" and characterised the campaign as an "unorthodox" climate-awareness effort, a framing that captures both the creative risk and the communicative payoff of the execution. As reported by The Drum in its Best Ads of the Week feature published on February 14, 2024, the campaign was characterised as "innovative," with specific attention given to the carbon-neutral and vegan positioning of the condom itself. The craft serves the strategy: every aesthetic choice reinforces that climate action, sustainable living, and a healthy lifestyle can coexist inside a single, intimate consumer decision.
Documented engagement metrics for the Climaxxx campaign show 8,449 views, 42 likes, and 2 comments on the primary campaign video at the time of recording. These figures represent a modest verified baseline; they do not capture cross-platform distribution or earned media amplification generated by editorial coverage.
Kiboko Kift Agency has claimed, as reported by kibbokiftagency.com, that the campaign generated more than 14.5 million media impressions across its integrated rollout. Clapboard has not independently verified this figure, and it should be read as an agency-reported metric rather than a third-party audited result.
The earned media footprint is, however, substantively documented. Campaign magazine's Ad Nut column featured BETTER in its February 2024 Valentine's Day roundup, as reported by Campaign Live, citing the campaign's unorthodox approach to climate-crisis communication. The Drum included Climaxxx in its Best Ads of the Week selection for February 14, 2024, highlighting the carbon-neutral and vegan credentials of the product as a differentiating factor in the United States personal care category. Both placements represent editorially independent recognition from two of the advertising industry's most widely read trade publications.
Structurally, the campaign demonstrates high effectiveness in several measurable dimensions. The Valentine's Day timing in the United States generated a natural contextual hook that trade press and consumers could both engage with. The campaign's reported statistic, cited by Campaign magazine per Campaign Live, that approximately 10 billion latex condoms are manufactured annually with most ending up in landfills or oceans, provides the kind of visceral climate-crisis data point that converts casual viewers into engaged advocates. Against the Clapboard evaluation framework, the campaign's 76 out of 100 score reflects a creative and strategic execution that meaningfully advances the climate action and sustainable living conversation in United States personal care advertising.
Climaxxx is a carbon-neutral vegan condom campaign launched by BETTER and Spacecraft Earth in the United States in February 2024. The campaign used a sultry 30-second Valentine's Day film to connect personal intimacy with climate action, urging consumers to "do it for earth" while highlighting the sustainable credentials of the product.
Research indexed by the National Institutes of Health shows climate change reduces libido through heat-driven hormonal disruption and through eco-anxiety's documented effect on intimacy. BETTER co-founder Elliot Glass identified the direct link between climate-related mental stress and bedroom behaviour as the campaign's central strategic insight.
Spacecraft Earth created and produced the Climaxxx campaign. Ben Becker, co-founder and Creative Director of both BETTER and Spacecraft Earth, led the creative development. The agency and brand operate as an integrated entity, with Spacecraft Earth functioning as BETTER's internal creative studio and production house.
Climaxxx launched in the United States on Valentine's Day 2024. The product was available online through the BETTER Climate Store, an experimental digital storefront introduced in October 2023 that sells sustainable goods designed to provoke conversation about climate change and support the BETTER Climate Fund.
Campaign magazine's Ad Nut column described Climaxxx as an "unorthodox" climate effort and called the film "funny," as reported by Campaign Live in February 2024. The Drum featured the campaign in its Best Ads of the Week on February 14, 2024, characterising it as "innovative" and highlighting its carbon-neutral, vegan positioning.
BETTER uses satirical consumer products to make climate-crisis consequences personal and immediate. The BETTER Climate Store, launched in October 2023, connects product sales to the BETTER Climate Fund, which finances climate-mitigation projects. Climaxxx followed Greenwash, a soap humorously marketed to wash away climate guilt, as the store's second signature product.
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