Targeting the gay community, we used "cowboy movie" as the theme. Based on it, we created a condom and lubricant pack, packaged like a DVD movie set. Instead of a movie, we put a short coloured comic with a storyline inside, delivering the message of safer sex. Then we distributed the free packs in all sort of gay venues, like pubs, bars, sauna, resturants and karaoke in Hong Kong.

The first log of 10,000 giveaway packs was all given out in only 4 weeks in 30 spots.