Title	DO IT. BUT BE CAREFUL.
Brand	KUNSKAPSNÄTVERKET HIV/STI MELLANSVERIGE
Product/Service	HIV AND STI PREVENTION
Category	C01. INTEGRATED MEDIA CAMPAIGN
Entrant Company	MAGIC CIRCLE Stockholm, SWEDEN
Advertising Agency	MAGIC CIRCLE Stockholm, SWEDEN
Production Company	MAGIC CIRCLE Stockholm, SWEDEN

Name	Company	Position
Annika Brännström	Magic Circle	Copywriter
Patrik Lindkvist	Magic Circle	Creative Director/Art Director
Marika Skantze	Magic Circle	Account Manager
Maria Kivi	The Unit For Communicable Diseases In Dalarna	Hiv/Sti Coordinator
Petra Cyrillus	Sfsh	Chairman Of The Board

Results and Effectiveness

The campaign received a great deal of attention in news and social media. It was discussed and debated intensely in tv, radio and newspapers. Young people even travelled to the airports to get free condoms. Results: 37 % increase in STI testing 23 % increase in hiv testing The intention was never to be popular, but to shake people up and make them realise that this could actually happen to them. But even though people we’re shaken up, in interviews most actually said they liked the campaign, except for some parents. But honestly, that’s probably a good thing.

Creative Execution

In Sweden, when you’re suspected to have an STI, the County Council sends you a Partner Notification Letter. We borrowed that media and started the campaign by sending a similar looking letter to 60000 young Swedes with the Infectous Disease Unit as sender. The purpose was to give people a few seconds of feeling that they actually could be infected. The letter also provided solutions if you suspected that you could have an STI. To stay close to the target audience, we distributed stickers on toilet seats and condoms on popular clubs. We also wanted to follow them on the actual trip and therefore placed floor stickers in airports, posters on several destinations and placed bags and paperboard cutouts with information in the arrival halls at airports. At youth clinics we put up posters and on the County Council's website we told the stories of two newly infected young Swedes.

Insights, Strategy and the Idea

Infectous Disease Units in County Councils in Sweden work to prevent the spreading of sexually transmitted infections (STIs). Statistics show that 20-30 year olds are at greater risk of getting an STI when travelling abroad. With the campaign "Do it. But be careful." they wanted to increase the awareness in the age group, make them use condoms and to test themselves if they were worried. In these years you move from childhood to adulthood, from having no responsibilities to taking care of yourself. And you're expected to travel and live on the edge. So the problem is that you are more willing to take risks, no one tells you what you can't do and you simply don't believe you will get an STI. Therefore, the solution was to come physically close and stay there before, during, and after the trip and make them realise it actually could happen to them.