To reach as many Italian women as possible with little more than 1000 euro budget: this was the main challenge and the main target to achieve. It was therefore important to think of a strategy to optimize the budget. Since HIV prevention is something passing really under silence in the recent years the other goal was to re-activate the debate. It was necessary to carry out a dedicated operation with the goal to inform women and make them think thoroughly. And why not, they could become partners spreading the message.

#toiletthink campaign deals with HIV on a day which isn't December1st (HIV's Day); as the goal is to talk to women we decided to do it during the Woman's Day (8th march). This secured better results, as it was the only social message about HIV on that specific day, in places where women were the majority in number and easier to reach.

Public toilets where the perfect places to be used as ambient media because in the video linked to the QRcode, women could recognize the exact situation in which they were in that exact moment.

The creative solution of #toiletThink is an operation which budget was 1000 euros. Nevertheless, results have been great and the message reached not only the target, but beyond. The main results have been: +300% of visits on the website Sieropositivo.it. Sharing of the video on every social network: Facebook, Instagram, Twitter. And the news on every magazine and newspaper, national and international. All of this in just one day.