Partyingpeople are hard to reach. The challenge was to find a visualization that stuns a rather saturated target group. The campaign works with a visual trick, showing throats looks like penisses. The german HL: „Riskier nicht Deinen Hals“ is a german saying equal to „Don´t risk your life“ The clear message: When it comes to sex, don´t be a dick, use your mind, use a condom – otherwise you get screwed!

The basic idea is based on the fact that an over bend throat, seen from the right angle is reminiscent of a penis. To bring that illusion to perfection, ears and hair were hidden with a black cap.

The main and sole objective of the campaign was to raise awareness among the target group in clubs & bars. For additional reach, the social campaign was to be seen all around the streets of Frankfurt/Main with advertising pillars and posters and in magazines which focused on nightlife. The campaign raised awareness for the topic of HIV prevention and caused a lot of positive comments on Twitter, facebook and other social media canals.