Goals: Our campaign has two objectives: the first is to make young people aware of the use of condoms and the second one to make LILA become a reference figure in the field of prevention.
Problem: Most young and very young people do not use condoms during sexual intercourse, making HIV an ongoing problem.
We decided to turn the condom into a metro ticket, introducing it in a context where everyone: young people, adults and the elderly are driven to handle it and keep it with them.
The campaign is designed for two weeks and includes a single turnstile, located at the entrance to the Duomo Metro M1. In this way it will be easier to create interest in passers-by without causing disruption to circulation. The condom will be spit out instead of the single-stroke ticket and must be validated at the exit thanks to the QR.
THANKS FOR WATCHING
(this is an extract of the complete presentation)
Client: LILA Milan | Skills: Advertising, art direction, motion design, photo editing | Date: 15 Febrary 2018