From surveys, we knew that scare tactics are ineffective – awareness of the risks is high. “It feels less good” is the main reason not to use one, and there’s not much we can do about that. But “not having a condom at hand” is the second, so we focused on getting the condoms packed before leaving on holiday. We created the “Fuck Forecast”, where you can find out how the coming week looks for getting lucky in different parts of the country, focusing on big festivals and similar, and common holiday destinations

Based on the core idea: “Don’t image search chlamydia!”, we created a series of contextually relevant posters, display ads etc, with tailored messages such as “As the evening hits its peak, don’t image search chlamydia!” (for clubs), “Before your first date, don’t image search chlamydia!” (for dating sites) etc. Then we worked with our client and its sister organizations to place relevant images in the Google image search results. Thanks to the organizations’ credibility (they are government agencies, after all), the image search results for “chlamydia” were populated with images from our site. Clicking on these led the user to a simple, straightforward site with the important facts, addresses to testing clinics, and an order form for free home tests. Of course, all media also linked to the site.

During the campaign, the searches on Google for “chlamydia” more nearly quadrupled, from an extremely steady previous level. Finally, and most importantly, chlamydia reported the lowest number of infections in Stockholm since 2006, breaking the consistent rise since then.