| Titulo | The Sex Profile |
| Agência | Ester |
| Campanha | The Sex Profile |
| Anunciante | Stockholm County Aids Prevention Programme |
| Marca | Stockholm County Aids Prevention Program |
| Posted | Novembro 2011 |
| Sector Empresarial | Associações de informação e de luta contra doenças |
| Filosofia | We created "The Sex Profile" – a smartphone app that provided a personal sex graph based on rhythm, sound level and duration while having sex. All you had to do was to find a partner – start the app – put the condom on – and let the app do the rest. Integrated with the app, the sex graphs were directly uploaded to the campaign site. With the question "How are you getting laid this summer?", we invited the target group to get involved in the campaign.By handing out thousands of free condoms in environments such as parks, festivals, concerts, cafés, and bars, where many young people meet, we made it easier for the audience to talk about safe sex as well as practicing it. Every condom was marked with a QR code that made it possible to download and use the app directly. The condom became the message, the media and the solution – and together with the app it made safe sex a lot more fun. Based on statistics from the latest sex graphs we made numerous banners and outdoor posters with topical news, starting discussions in the target audience. |
| Problema | Even though young Swedes know that condoms generally are a good idea, they aren't very good at using them. Our target audience (Stockholmers, aged 20-30) has become more careless, and consequently HIV and other diseases are spreading in numbers. The problem, studies suggest, lies in attitude. Condoms are often seen as an embarrassing break, an inconvenience.Our brief from LAFA (Stockholm County Aids Prevention Programme) was to turn the target audience on to safe sex, making the condom part of the fun. |
| Tipo de Mídia | Mobile |
| Director de arte | Emil Jonsson |
| Redator | Magnus Ivansson |
| Director criativo | Lotta Mellgren |
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