We decided to install mirrors in the posters' supports, with a black strip located at the average height of the eyes. This had the effect that when a woman is seated on a WC, she couldn't see her face totally, capturing her total attention of the message: when do you think to hide because of a vaginal infection?

The idea generated enough word of mouth to assure that the target group read the message. This also made them request the product, without shame, as a natural purchasing act.