Using a viral technique, we’ve transformed each user into a new media to propagate our message. This way, we have managed to make users act as disseminators of the virus, just like it happens with HIV, thus creating great impact in the public by making the concept of the campaign feel real. The result was a success. Over 1m people were reached, and the client and we enjoyed reading the many positive comments that were published on the radio fan-page and on personal profile walls as well.