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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
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