final présentation itss to

THERE’S NOTHING TO SEE

STI prevention campaign

Québec Ministry of Health and Social Services

IN BRIEF

A “silent epidemic” of STI in Québec

CONTEXT

Encourage the use of condoms

OBJECTIVE

Young adults between 15 and 24

TARGET

Herpes, AIDS, and…Herpes, AIDS, and…

Herpes, AIDS, and…Herpes, AIDS, and…

… infertility?… infertility?

Condom!Condom!

Herpes, AIDS, and…Herpes, AIDS, and…

… infertility?… infertility?

We’re partying, and we don’t really care

We’re partying, and we don’t really care

Condom!Condom!

We sleep around. It happens all the time.We sleep around. It

happens all the time.

Herpes, AIDS, and…Herpes, AIDS, and…

… infertility?… infertility?

VERY scientific graphic depiction of how the verticality of the human body affects attitudes toward condom use.

Use it for protection! I should have… Are you safe?

“Are you safe?”

Answering “yes” to this question =

no need to use condom

Insight

STRATEGY : Show the invisible

Groundbreaking approachStraightforward message

Innovative media

Leading social change