Dangerous sports without protection. The message being: you would not do this without protecting yourself so why would you have sex without condoms?

An ad showing a well-endowed woman was placed in the middle of erotic contact ads for gay men. Curious to find out more, portal visitors clicked the ad to find a tongue-in-cheek answer to the mystery: the woman partner ad is as much out of place on gay portals as sex without a condom.

One out of two visitors to the gay portal clicked the obviously "misplaced" contact ad. In addition, all operators of Switzerland's gay Internet portals agreed to run the ad at no cost on their otherwise advertising-free websites.