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. 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 more than 50.000 free condoms 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. 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: At the end of summer over 5.900 sex profiles 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%.
Advertising Agency: Ester, Stockholm, Sweden
CEO/Account Executive: Roger Kempe
Creative Director: Lotta Mellgren
Art Director: Emil Jonsson
Copywriter: Magnus Ivansson
Graphic designer: Michelle Christiansen
Production Manager: Anna Wennerström
Production company: Queensbridge
Production company: Monterosa