 In conjunction with the campaign, they produced a video based on testimony from individuals found in New York's Union Square to show why women are resistant to carrying condoms.In January 2014 the company announced a program for sororities called the "Lovability Lady" Brand Advocate Program.The program allows sororities to purchase Lovability condoms at wholesale prices and sell them to promote condom use and safer sex in Greek communities, while keeping the profits for their sorority or designated philanthropy.