December 1st was World Aids Day. In Brazil an outdoor poster was displayed. The word "AIDS" was spelled out using promotional condoms. As people in the city passed the poster they were able to remove the condoms. This helped in raising awareness about AIDS and how to protect yourself from the disease.
The more condoms that were taken the more AIDS would disappear. This was a brilliant interactive promotion. Having your target audience interact with your promotional items is the key to driving your message home. This guerrilla marketing campaign definitely achieved its goal.