Combating AIDS: Take Out A Condom

The Secretary of Health (Secretaria da Saúde) of the city of Porto Alegre in the Rio Grande do Sul region of Brazil recently conducted a guerrilla marketing campaign visually showing the direct link between condom usage and the prevention of HIV/AIDS.

The outdoor billboards-of-sorts were placed around the city as a part of World AIDS Day (December 1st) and each had over 500 condoms that comprised the word AIDS. More than 8000 people saw and became involved with the interactive ad, and as each condom was taken down, the word AIDS began to disappear. The campaign, created by Escala Communication and Marketing, utilized a "Take out a condom and help the fight against aids" slogan and used ads on posters, tv, radio, and stickers.

This is an excellent example of a creative use of promotional condoms. The only thing I wonder, though, is should those condoms be placed outside in the heat and sun of Brazil? Who knows...

Via Oscio.