Associazione Onlus Sieropositivo: #TOILETTHINK

Credits & Description:

Advertiser: SIEROPOSITIVO.IT
Agency: TBWA\ITALIA
Category: Special Build
Advertising campaign: #TOILETTHINK
Art Director: Federica Facchini (TBWA/Milan)
Creative Director: Hugo Gallardo (TBWA/Milan)
Copywriter: Matteo Grandese (TBWA/Milan)
Producer: Federico Fornasari (Industrial Strange)
Executive Creative Director: Francesco Guerrera (TBWA/Milan)
Creative Director: Gina Ridenti (TBWA/Milan)
Executive Creative Director: Nicola Lampugnani (TBWA/Milan)
Director: Luca Lucini (The Family)
Copywriter: Valentina Barone (TBWA/Milan)
Producer: Vittorio Bonaffini (Industrial Strange)
Art Director: Mattia Montanari (TBWA/Milan)
Digital Creative Director: Michela La Fiandra (TBWA/Milan)
Film Production: (The Family)
Web Designer: Chiara Villotta (TBWA/Milan)
Project Manager: Raffaella Garzitto (TBWA/Milan)
Socialist Specialist: Valeria Prati (TBWA/Milan)

Implementation
The creative solution was based on a well-known insight: when women use public toilets, they use countless precautions to protect themselves against curable infections. A short film shows this habit and ends with the sentence: "When you use a public toilet you do worry about infections. What about when you have sex?". To drive women to this film we printed a special QRcode toilet paper asking: "When you use a public toilet do you worry about infections?". To reach as many women as possible we distributed it in places where celebrations for the Woman’s day (8 march) were being hold.

Client Brief Or Objective
According to recent HIV statistics, the 78,8% of HIV transmissions are related to unprotected intercourses. And the percentage is constantly growing amongst italian women. That's why sieropositivo.it, an online non profit organisation which provides digital services such as psychological and medical support to people affected by HIV, wanted to tell italian women to protect themselves when they have sex.It was necessary therefore to create a specific communication channel direct and clear for women. A low-budget operation which could help growing the awarness on prevention and its importance.

Execution
#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.

Outcome
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.