Brief: Launch RFSU’s discreet and painless test for Chlamydia that you can do at home and receive an answer online within 24 h.

Insight: Launching a Chlamydia test in Sweden is complicated since testing yourself for chlamydia has so far been an embarrassing and painful experience. We had to make our target fool themselves into thinking that they don’t need to test themselves.

Strategy: We needed to bring them out of their denial and make them realize that they actually want to know if they have the disease or not. To succeed with this we had to trick them a little.Idea: Make faked chlamydia tests that were so simple to do that you couldn’t help but to try them. And by doing so, making them mentally realize that they in fact wanted to test themselves. A good thing RFSU offers the simplest way to do it then!

In several channels we created faked Chlamydia test. In urinals we placed a sticker that looked like a serious and scientific test with the text "Pee here to see if you have chlamydia”. When peeing on the sticker a heat-sensitive color disappears from the sticker and reveals our message: “It’s not quite that simple, but almost”.

In print you could test your saliva using the same technology as in the stickers.In TVC the message was that color blindness and Chlamydia had a strong connection.

In banners we claimed you could scan your eye or test your memory to see if you had Chlamydia. When you had been fooled you could send the test to a friend, making the campaign spread online.

The results for the campaign were great. The sales of the product increased by 126%. Which made RFSUs home Chlamydia test become the market leader. And this in a market where you can order free Chlamydia home test from the governmental hospitals.