Bill Gates wants us to feel good about our rubbers, you know, to get a bit more excited about using one.

Gates knows men don’t like them, and women sometimes get a little bashful about asking. And so the Bill and Melinda Gates are offering, through their foundation, a cash prize for someone who can develop a condom that people will eagerly want to strap on.

“Is it possible to develop a product without this stigma, or better, one that is felt to enhance pleasure? If so, would such a product lead to substantial benefits for global health,” the Gates Foundation said in a statement, “both in terms of reducing the incidence of unplanned pregnancies and in prevention of infection with HIV or other sexually transmitted infections (STIs)?”

The grant will be offered through the Grand Challenges in Global Health Program and seeks an inventor of the “Next Generation Condom that significantly preserves or enhances pleasure, in order to improve uptake and regular use.”

“We are looking for a Next Generation Condom that significantly preserves or enhances pleasure, in order to improve uptake and regular use. Additional concepts that might increase uptake include attributes that increase ease-of-use for male and female condoms, for example better packaging or designs that are easier to properly apply,” the Foundation says in an invitation on its Grand Challenges website.

All right, time to put the rubber to the road.