How do we promote the use of condoms to the 18-25 y.o, a demographic that has never lived the fear of Aids? How do we create a strong identity centred on a Facebook-based campaign?

Wearing a condom is not about love or strong commitment. It’s about having fun, while staying safe. The film captures an exciting (intercourse) to establish Shag Tag’s universe, but in a fun and light way.

AIDES France has been fighting for years to establish the use of condoms in people’s minds.

The NGO is well known for its traditional advertising campaign, but not so much for disruptive initiatives. With no doubt, Shag Tag was a way for the client to promote the use of condoms in a way never tried before, much more engaging and long term.On the consumer, the impact was huge. With a €10,000 budget, Shag Tag was able to touch 2m people and helped donating 30,000 condoms. On average, the interaction rate between the brand and the fan-base on Facebook was 32% during the campaign.