Objective- Speak to youths about AIDS during the World AIDS Day.Challenge- Young people do not listen to anyone about aids.Strategy- Young people only listen to themselves. Make young people talk to young people.Execution- Involve youths in a casting where they can give us the response that we need and record their reactions.

Results- 130% more visits recorded on the Sieropositivo website, where we post the video with their reactions.

We have involved a famous Italian director (Luca Lucini), who made successful movies among young people. We announced the launch of the movie with his help. On the web page we announced an upcoming street casting to find the main characters. Several blogs about cinema and entertainment spread the news. On the Facebook page we informed people about casting, announcing the 1st of December as the date for revealing the protagonists. In the meantime casting started. Many would-be actors arrived.But we did not find our protagonists, because no one said yes. On the 1st of December we've published a video with their answer to our question.

During the world aids day we managed to make our voices heard.130% more visits to the Sieropositivo website.More than 100 articles in Italy and around the world.Over 20,000 activities on the website and on social networks