|Media||Digital, Interactive & Mobile, Case study|
|Creative Director||Lotta Mellgren|
|Art Director||Emil Jonsson|
Credits & Description
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.