Social attitudes towards sex, particularly in the most vulnerable and underdeveloped areas of the world, is quite literally killing people. Global brands have the prominence and influence to change social behaviour, educate people and quite literally save lives on a global scale. This shamelessly playful concept carries a poignant message mirroring Michelin's traditional concern - one of safety; and through the power of humour, there is potential to influence attitudes and reduce the spread of HIV and other STDs.