The Condom Mob

Agency Network: 
Published/Aired: 
December 2009
Cesviamo:  The Condom Mob
Cesviamo Ambient Ad -  The Condom Mob

Description

Brief: Cesviamo (www.cesviamo.org) is an italian social network created by Cesvi, a non-profit cooperation and development organization of social utility. The basic idea of the network is very simple: you can make a bet envolving all your friends in order to raise money for social issues.

In this case, we had 3 goals: to increase the awareness of the website, to explain how the social network works turning fundraising into "funraising", and to make people - and above all students - more conscious about AIDS, an actual and vivid issue.

Idea: So we've launched the biggest bet ever: the "Condom Mob" - 100 young person in a condom against AIDS!

The word of mouth has grown up trough the main social networks (facebook, twitter, friendfeed) and the event took place inside two italian universities: the first one in Milan, well known for communication studies, and the other one in Genoa, specialized in medical studies.

Results: The result was beyond our expectations! In the first case we've managed to reach 223 person entering the condom, while in the second case the person involved was 230!

The media coverage of the campaign was and still it is beeing impressive (tv, radio, magazines, social networks and hundreds of website and blogs). In the end the bet was won, and Cesvi saved the life of a child in Africa preventing him from AIDS (in detail, Cesvi supplied a complete therapy that reduces nearly 100% the risk of aids transmission from a HIV positive mother to her child)

Ambient advertisement created by Now Available, Italy for Cesviamo, within the category: Public Interest, NGO.

Advertising Agency: Now Available, Milan, Italy
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Highest Rated

bad copy's picture

Only because it's a viral ad and reaches lots of blogs and people it doesn't mean it's effective.
It will be forgotten before getting any result.

And overall
"Cesvi supplied a complete therapy that reduces nearly 100% the risk of aids transmission from a HIV positive mother to her child"

A condoms have nothing to do with the project.
Ain't no fu**ing ballpark neither.

bad copy
Activity Score 808
Copywriter
Najibus's picture

It reminds me on the old Durex ad: "for a hundred million reasons"!!

Najibus
Activity Score 12
Planner
jackmancer2017's picture

Seems like it worked really well. Bravo.

jackmancer2017
Mantufayo's picture

Good work guys!

Mantufayo
Activity Score 580
Creative Director
mgriff21's picture

Very nice work. Good publicity!

mgriff21
Activity Score 592
Art Director at VCU Brandcenter (Richmond, VA) 2011 |

I'm here doing this, but feel I should be there doing that. But to do that, I have to be doing this. Does this make sense or do I have to explain that?

mikeelrapido's picture

Great job, because I saw this on many blogs - full virality.

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

<---------------SexInAds------------------>

http://www.facebook.com/sexinads
http://sexinads.tumblr.com

mycidea's picture

really impressive.

mycidea
Activity Score 90
breno.rodrigues's picture

finally some italian good ad.

breno.rodrigues
Activity Score 8
WillyLatasa's picture

Genial cuando la gente se copa de esta manera!!! Buenísima idea!!!

WillyLatasa
Activity Score 616
Art Director at Sinus.la |

"Bright ideas bring better results"

desiideas's picture

interesting and effective.

desiideas
Activity Score 88
Copywriter, Rediff.com
rolling.stone's picture

should work

rolling.stone
Activity Score 2739
Copywriter at Delhi , India |

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~ Quite obviously, I have gathered no moss ! ~

greig's picture

excelente idea...i like it!

greig
Activity Score 22
Publicidad
bad copy's picture

Only because it's a viral ad and reaches lots of blogs and people it doesn't mean it's effective.
It will be forgotten before getting any result.

And overall
"Cesvi supplied a complete therapy that reduces nearly 100% the risk of aids transmission from a HIV positive mother to her child"

A condoms have nothing to do with the project.
Ain't no fu**ing ballpark neither.

bad copy
Activity Score 808
Copywriter
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