Scratch cards were distributed at traffic lights on World AIDS Day, specifically targeting teens and the youth. Our aim was to illustrate how having unprotected sex is like gambling with your life, you never know what you are going to get. We were able to reach over 2500 people with out HIV awareness message, reminding the youth of Cape Town to keep informed, keep reading and keep safe.

The objective of this campaign was to reach a very targeted audience as effectively as possible within a very limited budget. The reactions from consumers were extremely positive. A lot of people were excited that such an innovative HIV communication came from their daily Cape Town newspaper.

Using this particular medium ensured that there was no wastage and the exact target market was reached. The creative was original enough to ensure that people did not throw the scratch card away and engaged with it.