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The Condom Mob

Agency: 
Published/Aired: 
December 2009
Description: 

Brief: Cesviamo (www.cesviamo.org) is an italian social network created by Cesvi, a non-profit cooperation and development organization of social utility. The basic idea of the network is very simple: you can make a bet envolving all your friends in order to raise money for social issues.

In this case, we had 3 goals: to increase the awareness of the website, to explain how the social network works turning fundraising into "funraising", and to make people - and above all students - more conscious about AIDS, an actual and vivid issue.

Idea: So we've launched the biggest bet ever: the "Condom Mob" - 100 young person in a condom against AIDS!

The word of mouth has grown up trough the main social networks (facebook, twitter, friendfeed) and the event took place inside two italian universities: the first one in Milan, well known for communication studies, and the other one in Genoa, specialized in medical studies.

Results: The result was beyond our expectations! In the first case we've managed to reach 223 person entering the condom, while in the second case the person involved was 230!

The media coverage of the campaign was and still it is beeing impressive (tv, radio, magazines, social networks and hundreds of website and blogs). In the end the bet was won, and Cesvi saved the life of a child in Africa preventing him from AIDS (in detail, Cesvi supplied a complete therapy that reduces nearly 100% the risk of aids transmission from a HIV positive mother to her child)

Ambient advertisment created by Now Available, Italy for Cesviamo, within the category: Public Interest, NGO.

Advertising Agency: Now Available, Milan, Italy

Comments (12)

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Highest Rated

bad copy's picture
bad copy
Activity Score 808

Only because it's a viral ad and reaches lots of blogs and people it doesn't mean it's effective.
It will be forgotten before getting any result.

And overall
"Cesvi supplied a complete therapy that reduces nearly 100% the risk of aids transmission from a HIV positive mother to her child"

A condoms have nothing to do with the project.
Ain't no fu**ing ballpark neither.

Najibus's picture
Najibus
Activity Score 12

It reminds me on the old Durex ad: "for a hundred million reasons"!!

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Seems like it worked really well. Bravo.

Mantufayo's picture
Mantufayo
Activity Score 580

Good work guys!

mgriff21's picture
mgriff21
Activity Score 592

Very nice work. Good publicity!

I'm here doing this, but feel I should be there doing that. But to do that, I have to be doing this. Does this make sense or do I have to explain that?

mikeelrapido's picture
mikeelrapido
Activity Score 1929

Great job, because I saw this on many blogs - full virality.

<---------------SexInAds------------------>

http://www.facebook.com/sexinads
http://sexinads.tumblr.com

mycidea's picture
mycidea
Activity Score 90

really impressive.

breno.rodrigues's picture
breno.rodrigues
Activity Score 8

finally some italian good ad.

WillyLatasa's picture
WillyLatasa
Activity Score 616

Genial cuando la gente se copa de esta manera!!! Buenísima idea!!!

"Bright ideas bring better results"

desiideas's picture
desiideas
Activity Score 88

interesting and effective.

rolling.stone's picture
rolling.stone
Activity Score 2741

should work

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~ Quite obviously, I have gathered no moss ! ~

greig's picture
greig
Activity Score 22

excelente idea...i like it!

bad copy's picture
bad copy
Activity Score 808

Only because it's a viral ad and reaches lots of blogs and people it doesn't mean it's effective.
It will be forgotten before getting any result.

And overall
"Cesvi supplied a complete therapy that reduces nearly 100% the risk of aids transmission from a HIV positive mother to her child"

A condoms have nothing to do with the project.
Ain't no fu**ing ballpark neither.

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