Working with Rhythm Content, we created this campaign to raise awareness about the prevalence and high risk of catching STIs, and the importance of using condoms to prevent them. We developed the core proposition that whenever you have unprotected sex with someone, you’re effectively having sex with their past partners, their partners’ past partners, and so on. 

The main barrier we had to overcome was how to show lots of people without the budget to show lots of people. And that’s where our idea came from.