We created "The Sex Profile", a smartphone app that provided a personal sex graph based on rhythm, sound level and duration while having sex. All you had to do was to find a partner, start the app, put the condom on and let the app do the rest. Integrated with the app, the sex graphs were directly uploaded to the campaign site. With the question "How are you getting laid this summer?", we invited the target group to get involved in the campaign.By handing out thousands of free condoms we made it easier for the audience to talk about safe sex as well as practising it. Every condom was marked with a QR code that made it possible to download and use the app directly. The condom became the message, the media and the solution, and together with the app it made safe sex a lot more fun.Based on statistics from the latest sex graphs we made numerous banners and outdoor posters with topical news, starting discussions in the target audience.

People who easily forget the condom are usually the restless type: lectures and information from health authorities bore them. By letting them play around with the app, we could get a little closer to our target audience and remind them of safe sex.At the end of summer over 5,900 were registered, which beat our goal by 590%. As many as 39% of young Stockholmers said they felt more positive about condom use than before. This exceeded our goal for the campaign by 98%.