2011 Results

Agency (city): ESTER

Creative Director(s): Lotta Mellgren

Copywriter(s): Magnus Ivansson

Art Director(s): Emil Jonsson

Account Executive: Roger Kempe

Michelle Christiansen: Graphic Designer

Anna Wennerstrom: Production Manager

Queensbridge: Production Company (Sthlm)

Monterosa: Production Company (Sthlm)

Short explanation

PROBLEM & BRIEF
Even though young Swedes know that condoms generally are a good idea, they aren't very good at using them. Our target audience (Stockholmers, aged 20-30) has become more careless, and consequently HIV and other diseases are spreading in numbers. The problem, studies suggest, lies in attitude. Condoms are often seen as an embarrassing break, an inconvenience.

Our brief from LAFA (Stockholm County Aids Prevention Programme) was to turn the target audience on to safe sex, making the condom part of the fun.

SOLUTION
We created "The Sex Profile" – a smartphone app that provided a personal sex graph based on rhythm, sound level and duration while having sex. All you had to do was to find a partner – start the app – put the condom on – and let the app do the rest. Integrated with the app, the sex graphs were directly uploaded to the campaign site. With the question "How are you getting laid this summer?", we invited the target group to get involved in the campaign.

By handing out thousands of free condoms in environments such as parks, festivals, concerts, cafés, and bars, where many young people meet, we made it easier for the audience to talk about safe sex as well as practicing it. Every condom was marked with a QR code that made it possible to download and use the app directly. The condom became the message, the media and the solution – and together with the app it made safe sex a lot more fun.

Based on statistics from the latest sex graphs we made numerous banners and outdoor posters with topical news, starting discussions in the target audience.

RESULTS
People who easily forget the condom are usually the restless type – lectures and information from health authorities bore them. By letting them play around with the app, we could get a little closer to our target audience and remind them of safe sex.

At the end of summer over 5.900 were registered – which beat our goal with 590%. As many as 39% of young Stockholmers said they had become more positive to condom use than before. This exceeded our goal for the campaign with 98%.

Description

PUBLIC HEALTH/USE OF CONDOMS