The communication challenge was not to find the words to say, but to discover the best place for a conversation with middle-aged men about this serious topic. A toilet in general is of course an obvious place, but grafitti on the toilet doors didn’t feel good enough. Then we realized that the huge, shiny area in a urinal is a fantastic “billboard” - and it didn’t take long to convince Ullevi Stadium that the idea is brilliant.

Large media attention and public awareness in Gotheburg. During the campaign period, more than 250,000 men came to Ullevi Stadium to watch the large summer events with AC/DC, U2, Madonna and Monster Jam (huge trucks jumping in mud). All of them took a leak at least once.