Naked Communication - Sweden
Swedish condombrand, RFSU, offers a discreet and painless test for Chlamydia. Buy the test in a store, do the test at home, post it to the lab and receive the answer online within 24 h.
But testing yourself for chlamydia in Sweden has so far been a very embarrassing and sometimes painful experience. Making our target fooling themselves in to thinking that they dont need to test themselves. We wanted to find a way to bring them out of their denial and make them realize that they actually want to know if they have the disease or not.
To do this we needed to trick them a little.
And we did this through an integrated campaign in banners, movies, alternative media and Web TV, where we created fake chlamydia tests that were easier than ever. So simple that you cant withstand to try it. And once we got people to actually think they tested themselves, weve mentally got them to realize that they in fact wanted to test themselves for real.
Good thing RFSU offers the simplest way to do it then!Check out the banners & case videos here:
Friends that helped us to make this campaign: Rebenga
Winner of Resume magazines "Alternative media of the month"
Winner of Resume magazines "Banner of the month"
Winner of Bronze in Epica Winners 2010