In 2017 it was announced that HIV cases in Greece have declined in all groups but one…women.Women are either shy or think that it’s not their responsibility to carry a condom or ask their partner to put one on.For the first time,Centre for Life,decided to create a campaign focusing on the use of condoms by women.Based on the global conversation concerning gender quality we decided to call on women to take control of their protection,just like they do in every other sector of their lives.Since women are now often the ones to make the first move why should this not also apply when it comes to asking to use a condom?For our campaign we found graffitis around Athens in which women express their feelings to men and added an extra message to them:Since us women take the first step, why don’t we take the first step for our protection?

We thought our idea should be executed in an unexpected, unconventional way that should of course be teaching. What did we do? We took advantage of an existing behavior. We found graffitis all around Athens, that women have created to flirt or express the love/crush to men and we hijacked them by adding the message: ‘’Since us women take the first step, why don’t we take the first step for our protection?’’. As a result, our message entered women’s everyday life in the most smooth way, something which we possibly wouldn’t have accomplished if we had used traditional OOH.