The #CondomHero campaign, which marks World AIDS Day 2017, follows a survey of more than 32,000 young adults that revealed 54 per cent have risked unprotected sex, while a further 28 per cent said they would be embarrassed to be caught carrying a condom.
The research, part of the 2017 Durex Global Sex Survey, found 16 per cent would be less likely to have sex with someone who was carrying a condom.
It also shows 15 per cent would make fun of a friend if they knew they were carrying a condom, while 22 per cent said carrying a condom all the time was "un-cool".
Over a third (35 per cent) of men surveyed said they would rather risk getting an STI (sexually transmitted infection) than potentially miss out on sex if a partner didn't want them to use protection.
In response to these trends, Durex launched #CondomHero to challenge young people to stand-up against the negative views towards safe sex and carry a condom.
The campaign, created in partnership with Durex's PR agency Premier, launches alongside a new film (below) created with media channel Unilad that highlights the negative perception of condoms among young people.
Durex has also committed to help young people around the world access safe sex through donating one million condoms to the UNAIDS projects.
Roberto Pescatori, Durex brand director, said: "Durex is on a mission to help everyone have safe and pleasurable sex. This World AIDS Day with our #CondomHero campaign we are empowering young people to challenge negative preconceptions about safe sex and be proud to be protected."