The number of people infected with AIDS continues to rise and rapidly among young people. Advances in medicine and the feeling of invulnerability have made the disease practically fall off our radar.
European authorities, in collaboration with Durex and given the alarming figures affecting young people, have proposed our creating a campaign to fight infection. The research phase provided various clues: young people distrust large organisations to a certain extent. Education through fear has been proven not to solve the problem.
The project recommends tackling the problem indirectly. It does not want to run a typical campaign against AIDS, but it uses a friendly approach to encourage women (who are particularly at risk of AIDS, according to various studies) to take control via the campaign, fostering a healthy sex life.