Instead of focusing on the dangers of unprotected sex, the Stockholm County AIDS Prevention Programme distributed 100,000 condoms with an unique number and a URL for people to upload the stories about how did they use it.

Another Promo & Activation Gold Lion, this time for Charities, Public Health & Safety, Public Awareness Messages. It also won a Promo & Activation Silver Lion for Best Integrated Campaign Led by Promotion and Activation.

Regional Executive Creative Director, Geometry Global Asia Pacific