To connect with teens, we created 3 Facebook characters publicly dealing with sexual issues that teens struggle with. They quickly gained thousands of friends, and their pages became forums for teens offering advice and opinions. We then revealed to their 24,000 Facebook friends that these status updates would be used as movie scripts, and we invited teens to audition for a starring role in 3 original movies about our characters. 13,000 teens came to our service centres and auditioned for parts in the movies, where they opened up to YPFS and shared honest stories about their sexual experiences and concerns.

Our 3 characters on Facebook became the centre of an active social network of 24,000 teenagers. Over 13,000 teens auditioned for the X-Ray Film Project (providing valuable data to YPFS), and 24 were chosen to star in the movies. When the movies were released, 30,000 teens attended special screenings at YPFS service centres, and over 1.9m watched the films online. The popularity of the movies led Thai cable channels to screen them on TV, and they are now being used in Thai schools as sexual education teaching tools. The number of visitors to YPFS service centres increased 200%.