Every day, millions of sexual encounters result in gonorrhoea, syphilis, chlamydia, or trichomoniasis. According to the WHO, there is a "profound global health impact from these infections, which, if left untreated, can lead to chronic and severe effects."
Faced with this alarming situation, PEEBOARDS aims to shed light on STIs and demonstrate how easily we can combat this surge in cases through something as simple as urinating, a daily routine even in places where it is discouraged… As every day in Madrid, dozens of people, mostly young individuals, are fined for public urination.
PEEBOARDS transforms that hygiene problem into an innovative solution. The city streets light up with hidden messages that appear when they come in contact with urine, using special water-repellent technology. Each message carries a call to action, informing people that detecting an STI is as easy as peeing.
In addition to the impactful urine-activated messages, the campaign features digital activations on social media, a launch video, and a website, www.mupis.info, where detailed information about all types of STIs can be found, along with locating the nearest STI testing center to book an appointment.
This professional campaign titled 'Peeboards' was published in Spain in July, 2023. It was created for the brand: Imagina Más, by ad agency: VMLY&R HEALTH Spain. This Ambient, Direct, and Outdoor media campaign is related to the Health, Pharmaceutical, and Public Interest, NGO industries and contains 5 media assets. It was submitted 4 months ago by Global Head of Craft, Health: Natxo Díaz of VMLY&R.
Agency: VMLY&R Health, Spain
Brand: Imagina Más
Global Head of Craft: Natxo Díaz
ECD: Javier Rodríguez de Santiago
CD / Head of art: Leo Rincón
ACD: Eduardo Domínguez
Copywriter: Triana Sánchez
Art Director: Cristina Pascual
Motion Graphics: Nicolás Sierra, Luis Lemes
Production: Avanoa PXP, Spain
Web Developer: Robinson Buitrago