Kondom08.nu was visited by over 110,000 Stockholmers which exceeded our goal by 220 %.Over 500 stories were published varying from short statements to erotic novels. The numbered condoms were featured in all the big newspapers, on national TV and radio, in thousands of blogs and twitters. The campaign made 37 % of the target audience more positive towards using condoms, already in July Chlamydia cases were down 13 % compared to 2008. The campaign grew outside Stockholm and made 100,000 condoms the number 1 national media during 10 hot summer weeks. Lots of young Swedes got laid.

By printing 100,000 condoms with numbers we gave every condom a story to be told by whoever got lucky with it. Every condom-package contained a uniquely numbered condom and a text that encouraged the recipient to share the condoms fate, by uploading his or her story at the blog kondom08.nu. The 100,000 condoms became the message, the media and also the solution.The numbered condoms were handed out free in Stockholm at events and through specially designed condom posters at bars and cafés. By distributing condoms in environments were young people hook up, we made it easier both to talk about safe sex and practise it. And by labelling every condom with a number we underlined the fact that every condom has a story to tell. These stories, told by users themselves, meant that the heart of the campaign was in exact words based on user-related content. Print, guerrilla and virals supported the campaign.

Even though Swedes know that condoms are generally a good idea, they aren't that good at using them. Our target audience (Stockholmers aged 20-30) has become more careless and consequentially HIV and other diseases like Chlamydia for example are growing in numbers. The problem, studies suggest, lies in attitude. Condoms are often seen as an embarrassing break, an inconvenience. Our brief from LAFA (Stockholm Aids Prevention Programme) was to the turn the target audience on to safe sex - making the condom part of the fun. The objective was to find a distribution form and an idea which could literally make condoms sexier.Sex is always an interesting topic. So rather than focus on what might happen after sex if you don't use a condom, we focused on how much fun you can have using one.