The National HIV Council: F**K TREE

This campaign aimed to raise awareness of STDs among promiscuous young people in Sweden. The creative, based around a web app was personal, graphic and designed to shock.

The National HIV Council: F**K TREE

Starcom Sweden/Le Bureau

SUMMARY

"When you have sex with somebody, you're having sex with everybody they ever had sex with." We've all heard it. But in Sweden, the sexually over-ambitious people had stopped listening.

Even though awareness of HIV and STDs was high, only 56% of Sweden's young adults aged 18-29 thought condoms were necessary during casual sex.

We had to be more than provocative. We had to get personal and graphic. We had to seduce the minds of the target, to create advocates who would start spreading the word -among themselves.

Our campaign...

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