According to recent HIV statistics, the 78,8% of HIV transmissions are related to unprotected intercourses. And the percentage is constantly growing amongst italian women. That's why sieropositivo.it, an online non profit organisation which provides digital services such as psychological and medical support to people affected by HIV, wanted to tell italian women to protect themselves when they have sex.
The creative solution was based on a well-known insight: when women use public toilets, they use countless precautions to protect themselves against curable infections.
"When you use a public toilet do you worry about infections?"
Advertised brand: Sieropositivo.it
Advertising Agency: TBWA\, Milan, Italy
Executive Creative Director: Nicola Lampugnani, Francesco Guerrera
Creative Director: Gina Ridenti, Hugo Gallardo
Creatives: Federica Facchini, Mattia Montanari, Valentina Barone, Matteo Grandese
Digital Creative Director: Michele La Fiandra
Progect Manager: Raffaella Garzitto
Producer: Federico Fornasari (Industrial Strange)
Digital PR: Fleishman Hillard
Production Company: The Family
Director: Luca Lucini
Cinematographer: Marco Bassano
Editor: Marco Bonini
Executive Producer: Lorenzo Ulivieri
Producer: Tania del Pra, Tommaso Haimann, Barbara Callicchio
Music: Alessandro Branca
Thanks to Zero, SPAM, Fleishmann Hillard, Peperoncino, Fondazione Forma per la Fotografia, The Kitchen
Aired on March 2013.