New York's New Design Competition

New York city is asking for your help. The city is currently accepting designs for their NYC brand condom wrappers. The New York Times reports that, the design competition ' the deadline is Jan. 22 ' is just the latest incarnation in the city's long history of making the prophylactic widely available. For more information on entering the competition, please visit the links below.
NYC Health: Submit Your Design
New York Times: Design a Condom Wrapper, City Asks
What do you think of the competition? Do you think it will aid awareness? Will it help solidify the NYC brand?
Let us know your thoughts.