Integrated
Charity
2010
Where Will 100 000 Condoms End Up
Insight
Some of the best parts of being young and single are the crazy hookup stories, but young people arne't using condoms despite knowing their importance.
Idea
Give out 100,000 condoms and number each individually, inviting people to submit their hookup stories.
Execution
An integrated campaign that heroes the hook up stories all across summer, promoting the use of condoms while championing having fun.
Notes
Genius, love the tone that comes through here. Condom use is a serious matter, but they made the whole thing feel like a fun game which is ultimately why it was so successful.