Rates of hepatitis C virus transmission among people who inject drugs in Australia remain high despite decades of prevention education. A key site of transmission is the sharing of injecting equipment within sexual partnerships. Responsibility for avoiding transmission has long been understood individually, as have the measures designed to help individuals fulfil this responsibility, such as the distribution of sterile injecting equipment. This individualising tendency has been criticised for placing an unfair level of responsibility on poorly resourced, marginalised people, and ignoring the social nature of injecting drug use and related health care. Likewise, although research has demonstrated that injecting drug use is gendered, gender and sexual partnerships remain marginal to health promotion efforts. In this article we address these weaknesses, drawing on a qualitative, interview-based project that explored equipment sharing within (hetero)sexual partnerships. In conducting our analysis we explore a key theme that emerged in discussions about accessing and sharing injecting equipment, that of convenience, using critical marketing theory to understand this theme. In particular we investigate the issues of convenience that affect the use of sterile injecting equipment, the many factors that shape convenience itself, and the aspects of equipment use that go beyond convenience and into the realm of intimacy and meaning. We conclude that injecting equipment needs to be both meaningful and convenient if sharing within partnerships is to be reduced further. (Dwyer, Fraser, Treloar, 2011;Fraser, 2004). The packaging and distribution of 'fitpacks' to reduce injecting equipment sharing also tend to treat the target audience as a population of atomised gender-neutral individuals, each of whom should be supplied with individualised units of injecting equipment. In this article we ask, how can the socially embedded character of injecting within gendered sexual relationships be better acknowledged and accommodated in efforts to limit the spread of hepatitis C?One way to do this is to investigate equipment sharing via a research method that sees partnerships instead of individuals as the primary unit of analysis. This is the purpose of the project on which this article is based, an Australian National Health and Medical Councilfunded project entitled 'Understanding and prevention hepatitis C transmission in sexual partnerships'. In conducting our analysis we explore a key theme that emerged in 4 discussions about accessing and sharing injecting equipment in sexual partnerships, that of convenience, drawing on recent critical marketing theory to understand this theme. We begin with a background section, then follow this by detailing our approach and methods. In the analysis section that follows we explore the ways in which convenience affects the use of sterile injecting equipment, the many factors that shape convenience, and the issues the interviews illuminate that go beyond convenience and into the realm of in...