#ToiletThink | Sieropositivo

A social campaign made for make women think (in the toilet).

#creative campaign #social campaign #film

BACKGROUND

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.

IDEA

Making women think about one simple and well-known insight:

when women use public toilets, they use countless precautions to protect themselves against curable infections.
What about when they have sex?

EXECUTION

To guide women to this message we created a special QRcode toilet paper and to reach out many women we acted on Woman’s day (8th March). We transformed into media the toilets of all of the clubs in Milan, that organized parties dedicated to the female target.

YEAR / 2013
COUNTRY / Italy

AWARDS /
ADCI AWARDS 2013: 1 Bronze / Social Campaign
Ambient Media
ADCI AWARDS 2013: 1 Shortlist / Social Campaign
Classic Media, Film

CREDITS /

Agency: TBWA\ Italy
Client: Sieropositivo

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

Project Manager: Raffaella Garzitto

Producer: Federico Fornasari

Digital PR: Fleishman Hillard

Production Company: The Family