Even though Swedes know that condoms are generally a good idea, they aren't that good atusing them. Our target audience (Stockholmers 20-30) has become more careless and,consequentially, HIV and other diseases are growing in numbers. The problem, studies suggest, lies in attitude. Condoms are often seen as an embarrassing break, aninconvenience. Our brief from LAFA (Stockholm Aids Prevention Program) was to the turn thetarget audience on to safe sex - making the condom part of the fun. The objective was to finda distribution form and an idea which could literally make condoms sexier.

Sex is always an interesting topic. So rather than focus on what might happen after sex if youdon't use a condom, we focused on how much fun you can have using one. By printing 100000 condoms with numbers we gave every condom a story to be told by whoever got luckywith it. Every condom-package contained a uniquely numbered condom and a text thatencouraged the recipient to share the condoms fate, by uploading his or her story at the blogkondom08.nu The 100 000 condoms became the message, the media and also the solution.

Kondom08.nu was visited by over 110 000 Stockholmers which exceeded our goal by 220 %.Over 500 stories were published varying from short statements to erotic novels. The numbered condoms were featured in all the big newspapers, on national TV and radio, in thousands of blogs and twitters. The campaign made 37 % of the target audience morepositive towards using condoms, already in July, Chlamydia-cases were down 13 % compared to 2008. The campaign grew outside Stockholm and made 100 000 condoms the number 1national media during 10 hot summer weeks. Lots of young Swedes got laid.

The numbered condoms were handed out free in Stockholm at festivals, events and throughspecially designed condom-posters at bars and cafés, which contained 20 condoms in numbersequence. By distributing condoms in environments where young people hook up, we made it easier for the audience both to talk about safe sex and practice it. And by labeling everycondom with a number, we underlined the fact that every condom has a story to tell.These stories, told by users themselves, meant that the heart of the campaign was in exact words based on user-related content. Print, guerilla and virals supported.