To make get the attention of sexually active teenagers, and to make them aware that many common sexually transmitted infections (STIs) do not show visible symptoms on contagious partners, Quebec Ministry of Health is using a whole different kind of “flash” in their ads.
Loosely translated by Strategy Magazine to “Often there is nothing to see,” and with the tagline “Condoms. 100% on.” the campaign also has interactive online components, recreated here in video form from the agency’s portfolio:
The campaign was launched with a viral YouTube video featuring actors playing out a musical drama in a real high school cafeteria full of students caught by surprise.
My French isn’t good enough to give you all the details, but I’m sure the point gets across in any language. Wrap it up, kids!